Marketing

Article Abstract:

Market segmentation is the process of identifying sub-groups within the market and developing specific marketing programs for each segment. The discussion centers on five different bases for market segmentation. Attention is given to the development of long-term relations with key customers in the market segment. Information systems should be developed to determine the potential profitability of a given market segment.

Methods, Market segmentation

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Marketing

Article Abstract:

Several different aspects of marketing are examined including: evaluating and choosing the best competitive analysis techniques; analyzing the effectiveness of different market scanning techniques; using information technology to achieve a competitive advantage; and using a framework for implementing a marketing program.

Information technology

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Marketing

Article Abstract:

Recent writings and trends on marketing are reviewed. Areas such as the service sector have been paying more attention to customer care programs. Sustaining and developing the long-term customer relationship over a series of different transactions has become a central responsibility of these programs.

Research, Customer service

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