Abstract
The term ‘market segmentation’ conjures up images of a whole being divided into smaller parts (segments). Yet, since the dawn of marketing, market segmentation has become a confusing metaphor, badly explained, poorly implemented and, also, one of the last bastions of marketing ignorance. Indeed, a recent Harvard Business Review article about 30,000 failed product launches in the US put their failure down principally to inadequate market segmentation (Christensen et al., 2005).
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McDonald, M. (2008). Market Segmentation as a Metaphor: Whoever Heard of Alexander the Mediocre?. In: Kitchen, P.J. (eds) Marketing Metaphors and Metamorphosis. Palgrave Macmillan, London. https://doi.org/10.1057/9780230227538_5
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DOI: https://doi.org/10.1057/9780230227538_5
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-54709-8
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