Successful Needs/Benefits Segmentation: A User′s Guide
Marshall Greenberg
(President of the National Analysts Division of Booz, Allen & Hamilton, Inc.)
Susan Schwartz McDonald
(Vice Presiident of the National Analysts Division of Booz Almen & Hamilton Inc.)
2454
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
Citation
Greenberg, M. and Schwartz McDonald, S. (1989), "Successful Needs/Benefits Segmentation: A User′s Guide", Journal of Consumer Marketing, Vol. 6 No. 3, pp. 29-36. https://doi.org/10.1108/EUM0000000002552
Publisher
:MCB UP Ltd
Copyright © 1989, MCB UP Limited