A CRITICAL REVIEW OF SEGMENTATION
Segmentation as a marketing concept has been viewed as the first step in analysing a market so as to divide the market into component parts consisting of a homogeneous group. Segmentation has evolved from being a simple concept to becoming a major guidance for firms’ strategy and resource allocation...
| Main Author: | |
|---|---|
| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2014
|
| Subjects: | |
| Online Access: | https://eprints.nottingham.ac.uk/27548/ |
| Summary: | Segmentation as a marketing concept has been viewed as the first step in analysing a market so as to divide the market into component parts consisting of a homogeneous group. Segmentation has evolved from being a simple concept to becoming a major guidance for firms’ strategy and resource allocation. This paper critically reviews the segmentation approaches in a business-to-business context taking into account the differentiated need in a specialized B2B market. The methodology adopted is to review and contrast segmentation literature in traditional and contemporary themes. The review details a critical discussion on business-to-business segmentation with a balanced perspective of a marketing theorist and a strategy practitioner. |
|---|