BA (HONS) BUSINESS MANAGEMENT (MARKETING)Investigative

BA (HONS) BUSINESS MANAGEMENT (MARKETING)Investigative Study Module: BAM3005 Hong Kong April 2012BAM3005-2012-S2-HK3Title: Evaluate geodemographic segmentation strategies and consider why other segmentation techniques might be employed in consumer markets.In approaching this Investigative Study students might wish to consider:What geodemographic segmentation isAlternative segmentation variablesExplain why you would not rely on a single segmentation variableSuggested Initial ReadingKotler P. And Keller K.L. (2012) Marketing Management 14th Edition Prentice HallJobber D and Fahy J. (2012) Foundations of Marketing 4th Edition McGraw-Hill
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