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This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/eb008087. When citing the article, please cite: Kevin J. Clancy, Mary Lou Roberts, (1984), “TOWARD AN OPTIMAL MARKET TARGET: A STRATEGY FOR MARKET SEGMENTATION”, Journal of Consumer Marketing, Vol. 1 Iss: 1, pp. 64 - 73.

There are few if any marketing concepts that have generated effort as voluminous and sustained as marketing segmentation. From the middle 1950's to the present, the topic has attracted both academicians and practitioners because of its inherent intellectual challenge and relevance to real world marketing decision making.

The availability of online databases provides corporate executives with a valuable set of resources for the development of marketing strategies and tactics. This paper provides an example of how an online “mailing file” can be used to guide a company's efforts to identify new business prospects. As a result, this paper demonstrates how the management of Internet databases, if used properly, can enhance a company's competitive position.

Considers the mixed results of studies linking between wives′ employment and time‐saving behaviours. Argues that a possible explanation is found in limited conceptual frameworks, inconsistent use of concepts, and insufficiently sensitive research measures. Concludes that both studies, and product development and promotion, should utilize a broadened conceptual framework of consumer time restraints, rather than just wives′ employment.

In this article we will report the results of a study that measured the degree to which cynicism and alienation, together with some related dimensions, were found among American women. The results of this study strongly suggest that, if cynicism and alienation are taken into account, many marketers may be positioning their offerings to reach only a minority of American women, perhaps as few as one‐third. We will also, therefore, discuss the larger marketing ramifications of these findings.

This compilation of over 500 United States Government bibliographies is the second annual supplement to BIBLIOGRAPHY OF UNITED STATES GOVERNMENT BIBLIOGRAPHIES 1968–1973 (Pierian Press). Due to the Government Printing Office backlog during 1974, many 1973 and 1974 titles are included in this 1975 Supplement, which should have appeared earlier.

In Arizona’s mature, market-based school system, we know little about how school leaders make meaning of school choice policies and programs on the ground. Using ethnographic methods, the author asked: How do school leaders in one Arizona district public school and in its surrounding community, which includes a growing number of high-profile and “high-performing” Education Management Organisation (EMO) charter schools, make meaning of school choice policies and programs? The paper aims to discuss these issues.

The author analysed 18 months of qualitative fieldnotes that the author collected during participant observations and six semi-structured school leader interviews from both traditional district public schools in the area (n=4) and leaders from EMO charter schools (n=2).

School leaders’ decision-making processes were influenced by competitive pressures. However, perceptions of these pressures and leadership actions varied widely and were complicated by inclusive and exclusive social capital influences from stakeholders. District public school leaders felt pressure to package and sell schools in the marketplace, and charter leaders enjoyed the notion of markets and competition.

As market-based policies and practices become increasingly popular in the USA and internationally, a study that examines leaders’ behaviours and actions in a long-standing school choice system is timely and relevant.

This study uniquely highlights school leaders’ perceptions and actions in a deeply embedded education market, and provides data about strategies and behaviours as they occurred.