Market Segmentation Strategy, Competitive Advantage, and Public Policy: Grounding Segmentation Strategy in Resource-Advantage Theory

  title={Market Segmentation Strategy, Competitive Advantage, and Public Policy: Grounding Segmentation Strategy in Resource-Advantage Theory},
  author={Shelby D. Hunt and Dennis B. Arnett},
  journal={Australasian Marketing Journal},
  pages={7 - 25}
Market segmentation is one of the most widely accepted concepts in marketing. Its fundamental thesis is that, to achieve competitive advantage and, thereby, superior financial performance, firms should (1) identify segments of demand, (2) target specific segments, and (3) develop specific marketing “mixes” for each targeted market segment. However, understanding the competitive circumstance in which segmentation strategy will work requires an understanding of the process of competition. That is… Expand

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