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Segmentation, Targeting and Positioning * Segmentation, targeting and positioning: 'Marketing Knowledge and the value of segmentation' 'Marketing segmentation, a search for the holy grail' * Developments in Segmentation: 'Direct Marketing, rise and fall' 'Markets of a single customer' * Successful segmentation strategies: 'Market segmentation, strategies for success' * Analyzing segmentation for industrial markets: 'Segmentation analysis for industrial markets' * Use of positioning for brands: 'Brand positioning' * Use of positioning strategies in business markets: 'Positioning Strategies in Business Markets' * Post modern segmentation to fragmentation: 'From segmentation to Fragmentation' ' direct marketing' * Segmentation applied in the hotel industry: 'Investors in people in the Moat House International' * The negative side of market segmentation: The Holy Grail? Literature Review According to Kotler 1997, one of the fundamental principles of marketing is that when businesses adopt a market segmentation approach, it can enhance their organizational performance. So profits can be maximized when pricing levels discriminate between segments. The implication is...

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