Market Segmentation

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 1 in Market Segmentation Analysis, 2018, pp 3-9 from Springer

Abstract: Abstract This chapter explains the purpose of marketing and marketing planning, clarifies the difference between strategic marketing and tactical marketing, highlights the asymmetry between the two areas, and outlines the role of market segmentation within strategic marketing. Market segmentation is defined, and the benefits and costs of committing to a market segmentation strategy are discussed.

Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-981-10-8818-6_1

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DOI: 10.1007/978-981-10-8818-6_1

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