ABSTRACT
So, now you have decided that you need to segment the market. Good decision (you hope !) , but now what? This is the point at which most books, articles, and chapters on segmentation in text books leave you. I will not. I will take you step-by-step through some considerations that you need to think about, and some cases to show how one organization which has been a client of mine for years has used segmentation to make marketing and organizational decisions.
