... behaviour Implementation Market segmentation Marketing planning Target marketing Target markets Businesses from all industry sectors use market segmentation in their marketing and strategic planning. For many, market segmentation is regarded as the panacea of modern marketing (Wind, 1978). Both...

...Lyndon Simkin; Sally Dibb Target marketing is a key decision area for all businesses. Market size, growth rates, competitive forces, customer fit and profitability are just a few of the criteria which can be used by businesses assessing the attractiveness of their target markets. Yet despite...