Successful Needs/Benefits Segmentation: A User′s Guide
- 1 March 1989
- journal article
- Published by Emerald Publishing in Journal of Consumer Marketing
- Vol. 6 (3) , 29-36
- https://doi.org/10.1108/eum0000000002552
Abstract
Discusses needs/benefits segmentation in the context of alternative ways to segment markets. Describes the elements most important in the successful design, implementation and strategic use of needs/benefits segmentation. Counters a set of five commonly held myths, with implications for effective management of expectations and use of results.Keywords
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