Marketing Intelligence & Planning: Volume 16 Issue 7

Market segmentation: strategies for success

Sally Dibb

Despite the well‐documented benefits which segmentation offers, businesses continue to encounter implementation difficulties. This raises concerns about the cause of these…

Prioritising target markets

Lyndon Simkin, Sally Dibb

Target marketing is a key decision area for all businesses. Market size, growth rates, competitive forces, customer fit and profitability are just a few of the criteria which can…

Using quality perceptions to segment customers in services

Ka‐shing Woo

This study highlights some empirical considerations when using service quality as a basis for market segmentation. Past studies have been undertaken using customers’ expectations…

Trade show: who, what, why

Paul Herbig, Bradley O’Hara, Frederick A. Palumbo

Although trade shows are a major portion of the marketing mix in the industrial marketplace, second only to personal selling and above advertising, very little has been researched…

Marketing activities and business performance: evidence from foreign and domestic manufacturing firms in a liberalized developing economy

Kwaku Appiah‐Adu

Research findings on emerging markets over the last decade indicate that economic reform policies in many developing countries have not only changed the environments of these…

Viewpoint: an unscheduled meeting with action research

Martin van Mesdag

Provides an insight into the processes of action research. Refers to a case 40 years ago, long before the term “action research” was coined. The process was used to redesign a…