Strategic and operational Market segmentation

Abstract

There can be few models of analysis more widely used in marketing than of market segmentation. The view taken in this paper is that the conventional explication of market segmentation ignores many of the issues most critical to the operational use and implementation of segmentation. We suggest the need to distinguish more systematically between organizational levels in segmentation - the strategic compared to the managerial/operational; and, between the internal and external issues implicit and unavoidable in implementing segmentation strategies.