Step 9: Customising the Marketing Mix

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 11 in Market Segmentation Analysis, 2018, pp 245-254 from Springer

Abstract: Abstract This chapter discusses strategic marketing areas that need to be integrated with the target segment decision (positioning and competition), and the tactical marketing decisions that follow from all of those strategic decisions in relation to product development and modification, pricing, distribution channel choice, and advertising and promotion. A checklist is provided at the end.

Date: 2018
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DOI: 10.1007/978-981-10-8818-6_11

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