Market Segmentation in Customer-Dominant Logic

Manfred Bruhn (), Maxim Saleschus () and Karsten Hadwich ()
Additional contact information
Manfred Bruhn: University of Basel
Maxim Saleschus: Chair of Service Management and Service Marketing
Karsten Hadwich: Chair of Service Management and Service Marketing

Chapter Chapter 7 in Customer-Dominant Logic, 2024, pp 213-234 from Springer

Abstract: Abstract A customer-dominant market segmentation is an important basis for developing strategies and measures for market and customer management. The customer-dominant market segmentation aims to divide customers into internally homogeneous and mutually heterogeneous customer segments based on their customer logic. This involves a step-by-step and multidimensional market segmentation according to the customer's objectives and sphere of life, the processes of his customer logic, and his ecosystem. Based on this, an optimal design of the provider integration in the customer ecosystem is carried out with regard to type, intensity, duration, and timing. The chapter makes it clear that with the alignment of segmentation towards customer logic and the customer ecosystem, the data generated by market research can be condensed and interpreted using multivariate analysis methods or data mining techniques.

Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-45352-7_7

Ordering information: This item can be ordered from
http://www.springer.com/9783658453527

DOI: 10.1007/978-3-658-45352-7_7

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().