Target Marketing

With globalization and the development of new information technologies, changes in society have led to dramatic change in business strategies. In this new environment, there is a flow of products and services from many places to many different locations. Emerging markets and new operating rules are inducing companies to perform their business activities in a new way. As a consequence of those developments, marketing as theory and practice is currently experiencing a paradigm shift from a traditional approach to a relationship marketing approach. Like communication with other stakeholders including employees, shareholders, and investors, the relationship with consumers is vital for marketing management. Target marketing is an [Page 1719]important marketing strategy that consists of selecting one or more market segments and developing products and services tailored ...