Portal de Periódicos da CAPES

A Theory of Market Segmentation

1968; SAGE Publishing; Volume: 5; Issue: 4 Linguagem: Inglês

10.1177/002224376800500405

1547-7193

Henry J. Claycamp, William F. Massy,

Business Strategy and Innovation

In this article a normative theory of market segmentation is developed that takes account of major implementation problems. The theory is presented as a multistage mathematical model of the full range of segmentation possibilities from the perfectly discriminating monopolist to the mass marketer. The theory's major implications for the philosophy and application of the market segmentation strategy are discussed in detail.