Association of Marketing Theory and Practice Proceedings 2010
 

Document Type

Conference Proceeding

Conference Track

Marketing Management/ Strategy/ Branding

Publication Date

2010

Abstract

Much has been written about the benefits of market segmentation. In fact, it provides the basis of most marketing strategies in larger firms. But while larger firms understand the benefits of market segmentation and put it into practice, many start-up firms seem to ignore or dismiss segmentation as an essential marketing strategy. This paper explores the practical use of market segmentation as it applies to high-tech start-ups, examines its use in those companies, and tries to determine if segmentation strategy is used by start-ups in other, non-traditional ways.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

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Marketing Commons

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