Target marketing and segmentation: valid and useful tools for marketing

Dennis J. Cahill (North Union Associates, Inc., Cleveland, Ohio, USA)

Management Decision

ISSN: 0025-1747

Publication date: 1 February 1997

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.

Keywords

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

Publisher

:

MCB UP Ltd

Copyright © 1997, MCB UP Limited

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