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Market segmentation

A collection of resources from the ICAEW Library & Information Service on market segmentation. This marketing technique involves treating customers as distinct groups of buyers with particular needs, characteristics and aspirations.

What's on this page?

  • Online articles
  • Useful links
  • Articles and books from the Library

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Online articles

The library provides access to a range of articles in full text from leading business, finance and management journals. Access to articles is provided to logged-in ICAEW members, ACA students and other entitled users subject to suppliers' terms of use.

Value based competition

The article focuses on exploring niche marketing and offering examples and ideas on how to add niches to the existing offering.

The science behind customer emotions

When companies connect with customers' emotions, the sales payoff can be huge. Emotional motivators vary across business category, brand and customer segments.

Don't let big data take over your brand

Chief Marketing Officers need to achieve a balance between short-term revenue pursuit and long-term brand building. Here's some examples of companies using advanced marketing analytics and big data to work not just on quick-fix sales promotions but long-term brand building.

5 questions with... IHG's Elie Maalouf

Interview with Elie Maalouf CEO for the Americas at Intercontinental Hotels Group.

A singles economy

Among the many social demographics targeted by retailers and service suppliers, the solo consumer is one of the most powerful, yet overlooked.

Showing 5 of 11 items

Useful links

A Complete guide to market segmentation
Article from CleverIsm that deals with what is market segmentation, types of market segmentation and steps of market segmentation.

Group your customers into market segments
Guide from the Canada Business Network which aims to explain the basics of how to sort your customers into groups. It covers: the benefits of segmentation, customer management, approaches to segmentation and niche markets.

Market segmentation
An overview of the process of market segmentation from the Market Segmentation Company including examples and alternative segmenting ideas.

Market segmentation in B2B markets
Guide from B2B International, B2B market research specialists. It covers sections on how to segment, using statistics to arrive at a segmentation and segmentations to work with.

A practical guide to market segmentation
Guide from B2B International, B2B market research specialists, giving ten steps in market segmentation.

Segment your way to a more profitable practice
An August 2013 AccountingWEB article investigating whether accountancy practices using market segmentation risk blocking potential sources of growth. Pros and cons of the approach are identified (free registration required).

Understanding your target market is critical for success
An article on what smaller companies can do to collect demographic and lifestyle information on their customers. Part of the Business Owner's Toolkit from Bizfilings.

Articles and books in the Library collection

To find out how you can borrow books from the Library please see our guide to book loans.

You can obtain copies of articles or extracts of books and reports by post, fax or email through our document supply service.

Can't find what you are looking for?

If you're having trouble finding the information you need, ask the Library & Information Service. Contact us by telephone on +44 (0)20 7920 8620, by web chat or by email at library@icaew.com.

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