Renewing market segmentation

Paul Markowitz and Steven Cohen

The intent of this paper is to present practicing researchers with an innovative use of state-of-the-art tools to solve problems that are too often glossed-over.

Renewing Market Segmentation

 Some new tools to correct old problems

Steve CohenandPaul MarkowitzKnowledge Networks

INTRODUCTION

Segmentation continues to be one of the most powerful tools available to marketers to understand markets better and to deliver the right offers to customers at the right price. In a complex world, increased competition and market fragmentation has led to more product variety. Multiple product offerings thus lead to multiple marketing programs. Designing and managing these programs requires logic and skill. Deft implementation of this logic allows the manufacturer to recognize and cater to differences in customer needs. And if the...

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