Abstract
We have seen so far that marketing is an attitude of mind concerning customer satisfaction rather than a set of techniques simply to ‘sell’ products or services. No matter how good the product or service on offer, if there are not enough customers to buy it, there is no business.
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Further reading
Evans, M. (1999) Market segmentation, in M. Baker (ed.), The Marketing Book, Butterworth Heinemann, Oxford. (a more up-to-date review of market segmentation).
Jenkins, M. and McDonald, M. (1977) Market segmentation: organisational archetypes and research agendas. European Journal of Marketing, 31 (1).
Tynan, C. and Drayton, J. (1987) Market segmentation. Journal of Marketing Management, 2(3) pp. 303–35. (a review of market segmentation, including a comprehensive list of references).
Buzzell, R., Gale, B. and Sultan, R. (1995) Market share–a key to profitability. Harvard Business Review, 53 (January/February), pp. 97–106.
McDonald, M. and Dunbar, I. (1998) Market Segmentation: How To Do It–How To Profit From It, 2nd edn, Macmillan, London.
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© 2003 Malcolm McDonald and Martin Christopher
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McDonald, M., Christopher, M., Bass, M. (2003). Market segmentation. In: Marketing. Palgrave, London. https://doi.org/10.1007/978-1-4039-3741-4_3
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DOI: https://doi.org/10.1007/978-1-4039-3741-4_3
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