Market segmentation, targeting and positioning are the three components of what is commonly known as the S-T-P strategy. Each step contributes to the development of a targeted promotional plan ...

The aggregation of consumers into market segments on the basis of similarity of elasticities, marginal responses, or response function coefficients has been presented in the marketing literature as ...

More generally, the cross-national, cross-cultural approach to market segmentation can guide the development of global marketing strategies for services and improve business performance. Journal of ...

How to Identify the Segmentation Criteria That Will Affect Your Target Market Selection. Mass marketing makes the same sales pitch to all your potential customers. Market segmentation breaks ...