160 CHAPTER8IDENTIFYINGMARKETSEGMENTS ANDSELECTING TARGET MARKETS
- Christina Del Valle, “They Know Where You Live—and How You Buy,”Business Week,
February 7, 1994, p. 89. - See Michael J. Weiss, The Clustering of America(New York: Harper & Row, 1988).
- Jesse Berst, “Why Small Business Is Suddenly Big Business,”ZDNet AnchorDesk,November
29, 1999, http://www.anchordesk.com; Michele Marchetti, “Dell Computer,”Sales & Marketing
Management,October 1997, pp. 50–53. - Geoffrey Brewer, “Lou Gerstner Has His Hands Full,”Sales & Marketing Management,May
1998, pp. 36–41. - V. Kasturi Rangan, Rowland T. Moriarty, and Gordon S. Swartz, “Segmenting Customers in
Mature Industrial Markets,”Journal of Marketing,October 1992, pp. 72–82. - For another interesting approach to segmenting the business market, see John Berrigan
and Carl Finkbeiner, Segmentation Marketing: New Methods for Capturing Business(New York:
HarperBusiness, 1992). - Wendy Brandes, “Advertising: Black-Oriented Radio Tunes into Narrower Segments,”Wall
Street Journal,February 13, 1995, p. B5; “Emmis Reports Record Third Quarter” Emmis, PR
Newswire,December 21, 1999, http://www.prnewswire.com. - Tom Davey, “Intel Reorganization Reflects Changing Market,”Information Week Online,
November 25, 1999, http://www.informationweek.com. - See Norton Paley, “Cut Out for Success,”Sales & Marketing Management,April 1994,
pp. 43–44. - See Bart Macchiette and Roy Abhijit, “Sensitive Groups and Social Issues,”Journal of
Consumer Marketing11, no. 4 (1994): 55–64. - Barry Meier, “Data on Tobacco Show a Strategy Aimed at Blacks,”New York Times,February
6, 1998, p. A1; Gregory Freeman, “Ads Aimed at Blacks and Children Should Exact a High
Price,”St. Louis Post-Dispatch,p. B1. - Roger O. Crockett, “They’re Lining Up for Flicks in the ‘Hood,’”Business Week,June 8,
1998, pp. 75–76. - See “Selling Sin to Blacks,”Fortune,October 21, 1991, p. 100; Martha T. Moore, “Putting
on a Fresh Face,”USA Today,January 3, 1992, pp. B1, B2; Dorothy J. Gaiter, “Black-Owned
Firms Are Catching an Afrocentric Wave,”Wall Street Journal,January 8, 1992, p. B2; and
Maria Mallory, “Waking Up to a Major Market,”Business Week,March 23, 1992, pp. 70–73.