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Target Market Selection

In: Marketing and Channel Management for Low Brand Equity Firms

Author

Listed:
  • Gary L. Frazier

Abstract

The firm must seek to thoroughly delight targeted customers in their purchase journeys, making target market selection a truly critical decision. Unfortunately, most companies try to serve far too many customers. After describing market segmentation and target market selection, the first marketing principle is advanced, which is firms with low brand equity must target narrow and precise groups of customers. This is by far the most important principle in the book.

Suggested Citation

  • Gary L. Frazier, 2026. "Target Market Selection," Management for Professionals, in: Marketing and Channel Management for Low Brand Equity Firms, chapter 2, pages 21-37, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-032-19112-0_2
    DOI: 10.1007/978-3-032-19112-0_2
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