Abstract
In the first chapter we quoted the original business guru, Peter Drucker, to the effect that marketing and innovation are the only things that really matter to a business organization. In this chapter we consider the first of these two functions. In particular we are concerned with the way that marketers target prospective consumers of their products by segmenting the market according to a number of different criteria.
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Further Reading
Crimp, M., The Market Research Process (Englewood Cliffs, NJ: Prentice-Hall, 1981). Asolid introduction to market research.
Engel, J. F., H. F. Fiorillo and M. A. Cayley, Market Segmentation: Concepts and Applications (New York: Holt, 1972). A good and accessible source of the basic ideas and usage of market segmentation.
Garreau, J., The Nine Nations of North America (New York: Avon, 1981). An influential anthropological approach to the North American market that deals in cultural boundaries rather than the political ones of country, state and region.
Holman, R. and M. R. Solomon, Advances in Consumer Research, vol. 18 (Provo, Utah: Association for Consumer Research, 1991). The most prestigious series of research reviews in the field. Updated every year or two. The 1991 edition contains a number of particularly important articles on market segmentation.
Levitt, T., The Marketing Imagination (New York: Free Press, 1983). A much quoted account of the ideas behind marketing and how marketers operate.
Piirto, R., Beyond Mind Games: The Marketing Power of Psychographics (Ithaca, NY: American Demographic Books, 1991). The leading authority on the practical applications of psychographics. Includes the history and development of VALS.
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© 1997 David A. Statt
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Statt, D.A. (1997). Market Segmentation. In: Understanding the Consumer. Palgrave, London. https://doi.org/10.1007/978-1-349-25438-5_2
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DOI: https://doi.org/10.1007/978-1-349-25438-5_2
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