Step 10: Evaluation and Monitoring

Sara Dolnicar, Bettina Grün and Friedrich Leisch
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Sara Dolnicar: The University of Queensland
Bettina Grün: Johannes Kepler Universität Linz
Friedrich Leisch: Universität für Bodenkultur Wien

Chapter Chapter 12 in Market Segmentation Analysis, 2018, pp 255-267 from Springer

Abstract: Abstract Market segmentation is a strategic process and implies a long-term commitment to catering best possibly to the needs of a subset of the market. Because of its long-term nature, it is critical to evaluate the effectiveness of the segmentation strategy, and to ensure that target segments do not change over time. If they do, adjustments to the market segmentation strategy are required. This chapter introduces a few approaches to monitoring target segments over time.

Date: 2018
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DOI: 10.1007/978-981-10-8818-6_12

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