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Market Segmentation and Targeting

Grahame R. Dowling

in The Art and Science of Marketing: Marketing for Marketing Managers

Published in print:
2004
Published Online:
October 2011
ISBN:
9780199269617
eISBN:
9780191699429
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780199269617.003.0006
Subject:
Business and Management, Marketing

This chapter examines market segmentation, one the basic ideas on which much of modern marketing is built. For most organizations, market segmentation is a primary way to search for and exploit ... More


Planning and Control

Grahame R. Dowling

in The Art and Science of Marketing: Marketing for Marketing Managers

Published in print:
2004
Published Online:
October 2011
ISBN:
9780199269617
eISBN:
9780191699429
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780199269617.003.0012
Subject:
Business and Management, Marketing

This chapter discusses marketing planning. Part A of this chapter presents a marketing planning framework that gathers and organizes the information in this book. The framework contains a number of ... More


Understanding User Needs

Marc H. Meyer

in The Fast Path to Corporate Growth: Leveraging Knowledge and Technologies to New Market Applications

Published in print:
2007
Published Online:
October 2011
ISBN:
9780195180862
eISBN:
9780199851270
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195180862.003.0005
Subject:
Business and Management, Knowledge Management

Segmenting markets for growth should provide one or more clear targets to which a company can extend its core technologies and other business assets. Those targets are some combination of new users ... More


Where to compete? The logic behind market selection

Markus Venzin

in Building an International Financial Services Firm: How Successful Firms Design and Execute Cross-Border Strategies

Published in print:
2009
Published Online:
October 2011
ISBN:
9780199535200
eISBN:
9780191701153
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780199535200.003.0006
Subject:
Business and Management, Finance, Accounting, and Banking, Strategy

This chapter advances some of the arguments presented in Chapter 4 and develops a heuristic model that supports managers when choosing their next target market. Market selection and market entry mode ... More


Introduction: The Fast Path to Corporate Growth

Marc H. Meyer

in The Fast Path to Corporate Growth: Leveraging Knowledge and Technologies to New Market Applications

Published in print:
2007
Published Online:
October 2011
ISBN:
9780195180862
eISBN:
9780199851270
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195180862.003.0001
Subject:
Business and Management, Knowledge Management

Growth is the goal of every ambitious business. It provides employees with a dynamic work environment and opportunities for advancement. It provides customers with a stream of new products and ... More


Explaining the Framework Negotiations

Robert M. Uriu

in Clinton and Japan: The Impact of Revisionism on US Trade Policy

Published in print:
2009
Published Online:
February 2010
ISBN:
9780199280568
eISBN:
9780191712814
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780199280568.003.0001
Subject:
Economics and Finance, South and East Asia

The Framework negotiations of 1993–95 represented a turning point in U.S.‐Japan trade negotiations. The U.S. for the first time made “results‐oriented” trade demands, in which the Japanese government ... More


Exposure, Marketing, and Access: Malt Liquor and the Racialization of Taste

Nathaniel G. Chapman and David L. Brunsma

in Beer and Racism: How Beer Became White, Why It Matters, and the Movements to Change It

Published in print:
2020
Published Online:
May 2021
ISBN:
9781529201758
eISBN:
9781529201789
Item type:
chapter
Publisher:
Policy Press
DOI:
10.1332/policypress/9781529201758.003.0005
Subject:
Sociology, Race and Ethnicity

This chapter investigates how the lack of diversity and representation in the craft beer industry has led to the systematic exclusion of black people from beer consumption. One way to do this is to ... More


How Did CAM Become Mainstream?

Candy Gunther Brown

in The Healing Gods: Complementary and Alternative Medicine in Christian America

Published in print:
2013
Published Online:
September 2013
ISBN:
9780199985784
eISBN:
9780199367801
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780199985784.003.0008
Subject:
Religion, Religion and Society

Chapter seven explains that CAM did not become mainstream because it is non-religious, Christian, or scientifically validated, but because it was marketed as a secular and spiritual complement to ... More


Seizing Attention: Devices and Desires

Barbara Maria Stafford

in Ribbon of Darkness: Inferencing from the Shadowy Arts and Sciences

Published in print:
2019
Published Online:
January 2020
ISBN:
9780226630489
eISBN:
9780226630656
Item type:
chapter
Publisher:
University of Chicago Press
DOI:
10.7208/chicago/9780226630656.003.0015
Subject:
Philosophy, Philosophy of Mind

Whatever else mirrors, telescopes, microscopes, camera obscuras, vues d’optiques, magic lanterns, and “wondrous strange” phantasmagoria did, they took involuntary possession of our attention. ... More


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