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Published in:
1995 | OriginalPaper | Chapter
Market Segmentation
Authors : Mike Meldrum, Malcolm Mcdonald
Published in: Key Marketing Concepts
Publisher: Macmillan Education UK
Included in: Professional Book Archive
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Some organisations view marketing as a process which tries to persuade a faceless mass of customers to see things their way. To adopt such an orientation is to misunderstand totally what marketing is all about. Ultimately, to survive and prosper in business in the long run, organisations have to satisfy the needs of customers. Central to this need-satisfying process is what in marketing is known as ‘market segmentation’.