Professional Studies for Screen-Based Media
Foundation Degree South West
 
 
 
   
 
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Market Segmentation
     

Recommended reading

   

Most basic marketing books will have a chapter on market segmentation. Generally they provide a brief overview of strategies and a wide array of examples. You could read Kotler, P., Armstrong, G., Saunders, J. and Wong, V. (1999) Principles of Marketing, 2nd Edition, New Jersey: Prentice Hall, chapter 9 to gain a deeper understanding of the various market segmentation strategies.

The Loudon, D.L. and Della Bitta, A.J. (1993) Consumer Behaviour, 4th Edition, USA: McGraw Hill chapter on market segmentation will give you a further understanding of how segments are measured.

References
Kotler, P., Armstrong, G., Saunders, J. and Wong, V. (1999) Principles of Marketing, 2nd Edition, New Jersey: Prentice Hall

Linneman, R.E. and Stanton, J.L. (1991) Making Niche Marketing Work, New York: McGraw HIll

Loudon, D.L. and Della Bitta, A.J. (1993) Consumer Behaviour, 4th Edition, USA: McGraw Hill

Peter, J.P. and Olson, J.J. (1996) Consumer Behaviour and Marketing Strategy, USA: Irwin