Target marketing and segmentation: valid and useful tools for marketing

Abstract

Discusses Wright’s recent attack on targeting and segmentation theory. Proposes that, although Wright has some valid criticisms about specific applications of the concepts, targeting and segmentation are acceptable and defensible marketing strategies if properly designed. Gives some indications of possible methods for segmenting that may meet Wright’s criticisms.

Citation

Cahill, D.J. (1997), "Target marketing and segmentation: valid and useful tools for marketing", Management Decision, Vol. 35 No. 1, pp. 10-13. https://doi.org/10.1108/00251749710160133