Segmentation involves the identification of target customer groups by their requirements and buying characteristics. But how should a company decide on which groups to reach and how to market to them? This workbook explains the key aims behind the segmentation process and shows you in a step-by-step plan how to build up a strategy for identifying and targeting segments effectively.

Designed to accompany business school and college marketing courses or for self-tuition in the key concepts in marketing theory, The Marketing Casebook uses fully cross-referenced short and full cases and theory notes to present the key elements of marketing. By looking at the way marketing works in practice, the reader is drawn into the problems and questions that face marketers and managers in their everyday lives. A mix of real world cases and theory summary notes, The Marketing Casebook provides a concise revision-oriented overview of the key marketing concepts, guiding the reader from...

Market segmentation is a main aspect of effective business strategy. This text reviews the concepts of market segmentation and target market selection, as well as clearly explaining how to create market segments, how to select which customers to target, and how best to overcome these challenges to success.