Glossary
- Segmentation
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the process of dividing a broader market into smaller groups of customers who share similar characteristics, needs, or behaviours.
- Strategy
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A strategy is a directed course of action to achieve an intended set of goals.[1]
- Tactic
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A tactic is the means by which a strategy is carried out. [2]
- Targeting
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involves evaluating those segments and selecting the most appropriate ones to pursue with customized marketing strategies[3].
- Mintzberg, H. Ahlstrand, B. & Lampel, J. (1998). Strategy safari: A guided tour through the wilds of strategic management. Prentice Hall, Upper Saddle River. ↵
- Mutabazi Patrick (2016, March 15) What is The Difference between "Tactics" and "Strategy"? Linkedin https://www.linkedin.com/pulse/what-difference-between-tactics-strategy-patric-mutabazi/ ↵
- Kotler, P., & Armstrong, G. (2021). Principles of Marketing (18th ed.). Pearson. ↵
