• Entry
  • Reader's guide
  • Entries A-Z
  • Subject index

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 important marketing strategy that consists of selecting one or more market segments and developing products and services tailored ...

    • Loading...
    locked icon

    Sign in to access this content

    Get a 30 day FREE TRIAL

    • Watch videos from a variety of sources bringing classroom topics to life
    • Read modern, diverse business cases
    • Explore hundreds of books and reference titles