Advertisement
Published in:
2008 | OriginalPaper | Chapter
New Thoughts on Market Segmentation
Activate our intelligent search to find suitable subject content or patents.
Select sections of text to find matching patents with Artificial Intelligence. powered by
Select sections of text to find additional relevant content using AI-assisted search. powered by
This chapter discusses the key decision we make in marketing: our choice of customers. I show new ways of discovering, segmenting, defining, and qualifying markets and market segments. Earlier I argued that marketing’s job is to create great customers. Here I apply this idea to the question of segmentation. In particular, I suggest that we should decide first who should be our customers in order for us to prosper tomorrow. Then we figure out what those customers want, how they are different from other customers, and how we can capture and keep those customers.