ABSTRACT
Segmentation is a complex process but one which can bring significant rewards to organizations applying it successfully. Shrewd planning and preparation may preempt many of the commonly encountered implementation problems. Irrespective of how well segmentation is planned, blockers will emerge during the process. These problems must be diagnosed and treated if segmentation is to be effective. In this chapter, thirty “must do” rules are described for addressing the barriers so often associated with identifying and operationalizing market segments. The following guidelines are designed to support organizations in their efforts to develop successful segmentation strategies. This chapter’s aims include the following:
• To review the key lessons for successful segmentation from Market Segmentation Success: Making It Happen!
