Market Segmentation in Multichannel Marketing

Bernd W. Wirtz
Additional contact information
Bernd W. Wirtz: German University of Administrative Sciences Speyer

Chapter 18 in Multichannel Marketing, 2024, pp 407-417 from Springer

Abstract: Abstract Chapter 18 looks at market segmentation in multichannel marketing. Geographical market segmentation is considered first. This can take the form of macrogeographical or microgeographical segmentation. Socio-demographic market segmentation, which can be carried out on the basis of demographic or socio-economic factors, is then analyzed. Behavioral market segmentation and psychographic market segmentation are then explained in more detail. The chapter finishes with benefits segmentation.

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:sptchp:978-3-658-44675-8_18

Ordering information: This item can be ordered from
http://www.springer.com/9783658446758

DOI: 10.1007/978-3-658-44675-8_18

Access Statistics for this chapter

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