Purpose - The creation of a target market strategy is integral to developing an effective business strategy. The concept of market segmentation is often cited as pivotal to establishing a target market strategy, yet all too often business-to-business marketers utilise little more than trade...

The marketing environment - those external forces that directly or indirectly influence an organisation's trading, acquisitions of inputs and generation of outputs, but over which the organisation has little or no control - is in marketing strategy acknowledged to be an important determinant of...