Market segmentation in the sector of communication agencies

  • Aléssio Bessa Sarquis Centro Universitário de Jaraguá do Sul
  • Ana Akemi Ikeda USP; Faculdade de Economia, Administração e Contabilidade
Keywords: Marketing of Services, Market Segmentation, Agencies of Communication


Market segmentation by service organizations was analyzed. Literature was surveyed to present the practical application of segmentation by communication agencies. Strategy of approaching the market, systematic identification of segments, systematic selection of target markets and management of client compatibility were investigated. Data were collected by an exploratory survey of a qualitative nature that included eight important agencies in Santa Catarina, Brazil. Results showed that most of these agencies adopted segmentation and selection of markets however they lacked a good structured systematic approach and sufficient effort in the implementation actions.


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How to Cite
Sarquis, A., & Ikeda, A. (2009). Market segmentation in the sector of communication agencies . REGE Revista De Gestão, 16(2), 101-119.