Market Segmentation as a Metaphor: Whoever Heard of Alexander the Mediocre?

Malcolm McDonald

Chapter 5 in Marketing Metaphors and Metamorphosis, 2008, pp 62-87 from Palgrave Macmillan

Abstract: Abstract The term ‘market segmentation’ conjures up images of a whole being divided into smaller parts (segments). Yet, since the dawn of marketing, market segmentation has become a confusing metaphor, badly explained, poorly implemented and, also, one of the last bastions of marketing ignorance. Indeed, a recent Harvard Business Review article about 30,000 failed product launches in the US put their failure down principally to inadequate market segmentation (Christensen et al., 2005).

Keywords: Market Share; Market Segmentation; Final User; Mature Market; Market Definition (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-22753-8_5

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DOI: 10.1057/9780230227538_5

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