Market Segmentation in Multichannel Marketing
摘要
Chapter 18 looks at market segmentation in multichannel marketing. Geographical market segmentation is considered first. This can take the form of macrogeographical or microgeographical segmentation. Socio-demographic market segmentation, which can be carried out on the basis of demographic or socio-economic factors, is then analyzed. Behavioral market segmentation and psychographic market segmentation are then explained in more detail. The chapter finishes with benefits segmentation.