Handbook of Market Segmentation: Strategic Targeting for Business and Technology Firms by Art Weinstein provides loads of helpful information about market segmentation, but it is written so that it’s relevant to small as well as large businesses.

Although, this market segmentation book targets technology, industrial markets, and large businesses, the information is relevant, understandable and usable for small business owners.

It covers market segmentation for business-to-business companies as well as business-to-consumer companies and provides a through list of characteristics to segment business customers. It explains how to use firmographics in B2B market segmentation similarly to how demographics are used for consumer market segmentation. It even provides a list of resources for finding firmographics for business customers.

Handbook of Market Segmentation Covers Target Marketing

It provides a chapter on target marketing, which I consider the most important aspect of market segmentation for small businesses.

Handbook of Market Segmentation Includes Nine Chapters:

1. gives an overview of market segmentation,

2. specifically covers market segmentation for B2B businesses,

3. provides guidelines for business marketers,

4. covers geographics and firmographics,

5. explains how to do usage analysis,

6. discusses the role of benefits in market segmentation,

7. considers purchasing behavior and business psychographics,

8. covers implementing market segmentation strategies, and

9.provides techniques to enhance market segmentation’s value.

In addition to nine chapters, this book also includes six case studies that small business owners may find insightful when considering market segmentation.

I found this book a quick read, a good reference and well worth it’s relatively low price.

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Posted 4-14-08: Handbook of Market Segmentation:
Strategic Targeting for Business and Technology Firms Review

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