UNSPECIFIED (2001) Market segmentation - Diagnosing and treating the barriers. INDUSTRIAL MARKETING MANAGEMENT, 30 (8). pp. 609-625. ISSN 0019-8501

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Abstract

Although the benefits that segmentation offers are well documented, businesses continue to encounter barriers to implementation. This raises an important dilemma. If corporations are to unlock the benefits of segmentation, there are important questions to answer about the nature of these barriers and how they can be overcome. These questions are addressed in this article by reviewing a combination of published evidence and case study material The literature review indicates key areas for businesses to consider when implementing a segmentation approach. These areas relate to the "infrastructure" in place at the start of the segmentation process, the "segmentation process" itself, and a series of "implementation " questions. Case studies of corporations that hai e attempted to develop a new or revised segmentation strategy are used to illustrate each of these areas. The themes from these cases then are used as the basis for a simple toot designed to diagnose and then treat the infrastructure, segmentation process, and implementation barriers. (C) 2001 Elsevier Science Inc. All rights reserved.

Item Type:	Journal Article
Subjects:	H Social Sciences > HF Commerce H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Journal or Publication Title:	INDUSTRIAL MARKETING MANAGEMENT
Publisher:	ELSEVIER SCIENCE INC
ISSN:	0019-8501
Date:	November 2001
Volume:	30
Number:	8
Number of Pages:	17
Page Range:	pp. 609-625
Publication Status:	Published
URI:	http://wrap.warwick.ac.uk/id/eprint/11615

Data sourced from Thomson Reuters' Web of Knowledge

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