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Book chapters (1999), Manuel de Gestion. Tome 1, Ellipses, pp. 311-324

Segmentation et positionnement : deux concepts-clés en marketing

LE NAGARD Emmanuelle , MANCEAU D.

The chapter describes the different stages of segmentation of a market, the methods and segmentation criteria. We then show how to choose an attractive segment. Product positioning, its rationale and the different steps to achieve it are then described.

LE NAGARD, E. and MANCEAU, D. (1999). Segmentation et positionnement : deux concepts-clés en marketing. In: Manuel de Gestion. Tome 1. 1st ed. Ellipses, pp. 311-324.