Market segmentation, a strategy used in contemporary marketing and advertising, breaks a large prospective customer base into smaller segments for better sales results.

In this paper we address recent developments in, and applications of, customer segmentation techniques based on psychological factors, an area well developed in consumer marketing and increasingly ...

Segmentation is the process of dividing a target market group into sub-sections that can then be communicated with through specific communication channels and key messages. Business markets can be ...