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ERIC Number: EJ1056632
Record Type: Journal
Publication Date: 2011
Pages: 4
Abstractor: As Provided
Reference Count: 2
ISBN: N/A
ISSN: ISSN-1942-2504
The Importance of Marketing Segmentation
Martin, Gillian
American Journal of Business Education, v4 n6 p15-18 2011
The rationale behind marketing segmentation is to allow businesses to focus on their consumers' behaviors and purchasing patterns. If done effectively, marketing segmentation allows an organization to achieve its highest return on investment (ROI) in turn for its marketing and sales expenses. If an organization markets its products or services to a consumer or business, it should focus on the various types of segmentation. Kotler (2010) describes segmentation as the classification of consumers within a market that share related needs and establish related purchasing behavioral habits.
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Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A