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- 2014
- Other Teaching and Training Material
Marketing Reading: Segmentation and Targeting
By: Sunil Gupta
This Reading introduces two of the integral parts of any marketing strategy: segmentation and targeting. It covers, first, all of the methods, techniques, and variables with which a business first uncovers the full range of its potential customers and then...
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Keywords:
Behavioral Segmentation;
Conjoint Analysis;
Demographic Segmentation;
Geographic Segmentation;
Market Opportunities;
Market Segmentation;
Marketing;
Marketing Strategy;
Psychographic Segmentation;
Unethical Marketing Practices;
United States
Gupta, Sunil. "Marketing Reading: Segmentation and Targeting." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8219, 2014.
- April 1991 (Revised August 1995)
- Supplement
Cat Fight in the Pet Food Industry (B)
By: David J. Collis
Describes the contest for the takeover of Anderson Clayton as industry players compete for one of the seven major dog food makers.
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Keywords:
Business or Company Management;
Bids and Bidding;
Competition;
Corporate Strategy;
Food and Beverage Industry
Collis, David J. "Cat Fight in the Pet Food Industry (B)." Harvard Business School Supplement 391-195, April 1991. (Revised August 1995.)