Keyword

Segmentation Marketing Strategy Teaching Method

Abstract

Although market segmentation is one of the most important strategic management tools available for business managers, and has been part of the marketing/business curriculum for years, it is commonly taught from a theoretical perspective leaving students ill-prepared to tackle this challenge in the real world. This paper seeks to bridge the gap between segmentation as practiced by marketers and as commonly taught in the classroom. An eight step process that was developed, refined, and has been successfully implemented in multiple live case/consulting projects during the past ten years at the undergraduate, graduate, and executive education level is presented.


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