Marketing pp 41-65 | Cite as

Market segmentation



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

  1. Evans, M. (1999) Market segmentation, in M. Baker (ed.), The Marketing Book, Butterworth Heinemann, Oxford. (a more up-to-date review of market segmentation).Google Scholar
  2. Jenkins, M. and McDonald, M. (1977) Market segmentation: organisational archetypes and research agendas. European Journal of Marketing, 31 (1).Google Scholar
  3. 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).CrossRefGoogle Scholar
  4. Buzzell, R., Gale, B. and Sultan, R. (1995) Market share–a key to profitability. Harvard Business Review, 53 (January/February), pp. 97–106.Google Scholar
  5. McDonald, M. and Dunbar, I. (1998) Market Segmentation: How To Do It–How To Profit From It, 2nd edn, Macmillan, London.CrossRefGoogle Scholar

Copyright information

© Malcolm McDonald and Martin Christopher 2003

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