Segmentation and Evaluation Tools to Project Customer Potential

  • Heinrich Arnold
  • Michael Erner
  • Peter Möckel
  • Christopher Schläffer


Selecting the most promising innovation project requires – among other criteria – a sufficient yet practicable indication about its market potential. This projection takes place in the Information and Communication Technologies (ICT) market, where costumer needs are becoming increasingly heterogeneous.

Companies make use of various approaches based on customer and market segmentations in order to reduce the complexity of markets by grouping consumers with similar product interests and buying behavior.

This section addresses socio-demographic as well as socio-cultural segmentations and discusses how they can be used in the process of innovation development and the projection of future customer potential.


Income Marketing 
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Copyright information

© Springer-Verlag Berlin Heidelberg 2010

Authors and Affiliations

  • Heinrich Arnold
    • 1
  • Michael Erner
    • 1
  • Peter Möckel
    • 1
  • Christopher Schläffer
    • 2
  1. 1.LaboratoriesDeutsche Telekom AGBerlinGermany
  2. 2.Deutsche Telekom AGBonnGermany

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