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In This Chapter
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Market segmentation approaches in tourism
- The role of market segmentation in marketing planning
- Market segmentation in practice
- Approaches to market segmentation
- Commonsense segmentation step #1: Data collection
- Commonsense segmentation step #2: Forming of segments
- Commonsense segmentation step #3: Description of segments
- Data-driven segmentation step #1: Choice of segmentation base
- Data-driven segmentation step #2: Data collection
- Data-driven segmentation step #3: Forming of segments
- Data-driven segmentation step #4: Description of segments
- Conclusion
- References
Abstract
Marketing planning is widely acknowledged as critical to the success of organizations.
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