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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
  • Small Business Update
  • Useful links
  • Articles and books from the Library

Contact the Library

Expert help for your enquiries and research.

E  library@icaew.com
T  +44 (0)20 7920 8620
F  +44 (0)20 7920 8621

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.

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.

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.

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.

Customer knows best

P&O Cruises and Cunard have invested heavily in consumer research to help grow their business, using customer segmentation to improve their marketing strategy.

Showing 5 of 10 items

Small Business Update

Small Business Update is a monthly magazine for SMEs with articles covering the latest regulatory developments, practical advice and hot topics.

Make customer segmentation work


Reaching potential buyers with a targeted message at the right time is key to maintaining sales growth. By examining your existing customers and segmenting them into groups, you can identify who spends what when.

Disclaimer: These publications from Atom Content Marketing are for general guidance only, for businesses in the United Kingdom governed by the laws of England. Atom Content Marketing, expert contributors and ICAEW (as distributor) disclaim all liability for any errors or omissions.

Useful links

Institute for the Study of Business Markets
This institute based at Penn State University provides access to their working papers via an online research database.

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

Market segmentation and targeting
Portal from SWlearning contains general articles on market segmentation and sections on specific market areas such as: mature and young age groups.

Segment your customers
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.

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.

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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