17 Feb 2012

Target Markets/Market Segmentation


Some recommended articles:
  • Smith, M. (2002). Derrick's Ice-Cream Company: applying the BCG matrix in customer profitability analysis. Accounting Education, 11(4), 365-375. (Group 6)
  • Dibb, S. (1995). Developing a decision tool for identifying operational and attractive segments. Journal of Strategic Marketing, 3(3), 189-204. (Group 7)
  • Dibb, S. and Wensley, R. (2002).Segmentation Analysis for Industrial Markets: Problems of integrating customer requirements into operations strategy, European Journal of Marketing, 36(1/2), 231-251.
  • Buzzell, R.D. (2004). The PIMS Program of strategy research: A retrospective appraisal, Journal of Business Research, 57, 478-483.

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