There are not many books devoted purely to the art & science of market segmentation, and I’m not convinced that generally speaking the topic merits an entire book. Most books devoted purely to segmentation go deep into the math behind cluster analysis and all that “fun”. Below are my favorites for those of us without PhD’s in math.

Market Segmentation: How to Do It and How to Profit from It
While at times a bit dry and academic, “Market Segmentation” is the most exhaustive, non-technical book on market segmentation I have ever read – and I have read many books on the topic.  If you’re looking to gain a truly in-depth understanding of segmentation, this book is it.  Just be sure to read with some Gatorade or a glass of water by your side.  Despite the book’s arid approach, the substance is fantastic.

Counterintuitive Marketing by Kevin J. Clancy and Peter C. KriegCounterintuitive Marketing
This book, while listed as one of my favorite general marketing books, I’m also listing here given that it includes the best single chapter ever written on customer segmentation.  If you can internalize the book’s chapter on segmentation – which mind you will take several readings – you will truly know your stuff when it comes to segmenting a marketing.  The chapter is worth the price of the book alone.  Of course, that also happens to be true for many of the chapters in this phenomenal title.

Leave a Reply