BY:
An introduction to segmentation
August 3rd, 2015
SUMMARY
Segmentation breaks the SME market into smaller groupings so that like customers may be served with products, staff, and processes that meet their needs, and the bank can prioritise target SME markets. This Technical Note describes the different ways the SME market may be segmented and shows the steps for making segmentation choices.
CITATION
Miller, M. (2015). An introduction to segmentation. Nairobi, Kenya: FSD Kenya.
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