oa Journal of Marketing - Why segment? : A TGI think piece

Volume 2007, Issue 10
  • ISSN : 1811-9565



The importance of segmentation in marketing and advertising rests on the need to deploy marketing funds efficiently. Segmentation as a process recognizes that different individuals have different needs and different priorities in the allocation of their resources, including income. Product design and the promotion of these products (or brands) are more efficient if groups of individuals can be aggregated into viable 'segments'.

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