Market Segmentation

A Guide to Sources of Information

Compiled by Ellen Terrell
Business Reference Services
January 2005

"Know your market" is a mantra for marketing professionals. Sellers and advertisers want to be able to determine what the potential market is for their product or service, as well as the best ways to reach potential consumers. In order to know the potential market they must identify the characteristics of individuals likely to be interested in that particular product or service, establish how many such individuals there are, as well as study how these people behave and respond to particular advertising approaches. In short, demographic characteristics as well as behavior patterns are essential to niche marketing.

This guide includes books and other resources that discuss marketing to particular segments of the population along with other sources that are important in determining the size and power of a particular market segment. Also included are statistical books and other sources whose main focus is on a specific generational, ethnic or other group. In addition, the guide includes references to selected articles and online sources, as well as hot links to relevant subject searches in the Library of Congress online catalog.

 Table of Contents

Introduction
Generational
Ethnicity
Geographic
Other Groups
 > Gender
 > Gay/Lesbian
 > Lifestyle

 

Image (left): Advertisement for lemonade, 1955. Prints and Photographs Division (Library of Congress) Reproduction number: LC-USZ62-75888