This is a practical how-to guide to what marketers need to know about defining, segmenting and targeting business markets: assessing customer needs; gauging the

This book is published open access under a CC BY 4.0 license. This open access book offers something for everyone working with market segmentation: practical gu

Develop a successful strategy for segmenting high-tech and industrial markets! Whether it's due to a lack of focus, lack of time, or just bad planning, most com

Provides an overview of market segmentation--what it is and why it is relevant to public transit agencies. It serves as an introduction for managers to the basi