Market segmentation in the sector of communication agencies
DOI:
https://doi.org/10.5700/issn.2177-8736.rege.2009.36672Keywords:
Marketing of Services, Market Segmentation, Agencies of CommunicationAbstract
Market segmentation by service organizations was analyzed. Literature was surveyed to present the practical application of segmentation by communication agencies. Strategy of approaching the market, systematic identification of segments, systematic selection of target markets and management of client compatibility were investigated. Data were collected by an exploratory survey of a qualitative nature that included eight important agencies in Santa Catarina, Brazil. Results showed that most of these agencies adopted segmentation and selection of markets however they lacked a good structured systematic approach and sufficient effort in the implementation actions.Downloads
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Published
2009-06-01
Issue
Section
Marketing
How to Cite
Market segmentation in the sector of communication agencies . (2009). REGE Revista De Gestão, 16(2), 101-119. https://doi.org/10.5700/issn.2177-8736.rege.2009.36672