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Journal cover: Management Decision

Management Decision

ISSN: 0025-1747
Incorporates: Journal of Management History (Archive)

Online from: 1967

Subject Area: Management Science/Management Studies

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Target marketing and segmentation: valid and useful tools for marketing

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Title:Target marketing and segmentation: valid and useful tools for marketing
Author(s):Dennis J. Cahill, (North Union Associates, Inc., Cleveland, Ohio, USA)
Citation:Dennis J. Cahill, (1997) "Target marketing and segmentation: valid and useful tools for marketing", Management Decision, Vol. 35 Iss: 1, pp.10 - 13
Keywords:Market segmentation, Target marketing
Article type:Literature review
DOI:10.1108/00251749710160133 (Permanent URL)
Publisher:MCB UP Ltd
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.

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