Utilization of Segmental Analysis and Performance Measures

Donald W. Jackson, Lonnie L. Ostrom, Kenneth R. Evans

Research output: Chapter in Book/Report/Conference proceedingChapter


A mail survey of manufacturers’ marketing managers is used to examine the utilization of various segmental bases in marketing control and to examine the performance bases used to evaluate the segments. Respondents were found to rely most heavily on sales volume measures as opposed to profitability measures of performance.

Original languageEnglish (US)
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Number of pages4
StatePublished - 2015

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173


  • Direct Cost
  • Indirect Cost
  • Order Size
  • Sales Volume
  • Segmental Analysis

ASJC Scopus subject areas

  • Marketing
  • Strategy and Management


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