TITLE

Strategic Targeting: A Marketing Planning and Implementation Approach

AUTHOR(S)
Weinstein, Art; Britt, Margaret M.
PUB. DATE
January 2007
SOURCE
Society for Marketing Advances Proceedings;2007, p198
SOURCE TYPE
Conference Proceeding
DOC. TYPE
Article
ABSTRACT
This article examines the execution of segmentation strategy at the firm-level - i.e., translating research findings into action to meet/exceed customer needs and desires. A four-step framework for strategic segmentation planning and target market implementation is presented. Particular attention is paid toward choosing target markets by examining segment attractiveness criteria. To illustrate the strategic segmentation process, a case example of how Sportmed segments, targets, and positions its market is provided. The work concludes with sections on managing target marketing programs and a research agenda for segmentation scholars.
ACCESSION #
37325574

 

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics