| 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
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