This is the summary of a behavioral targeting article by NetMBA.com. It talks about the importance of market segmentation, and the fact that for market segments to work they should be durable, substantial, accessible, identifiable and caters to unique needs. Here’s the link to the original behavioral targeting article: Market Segmentation.
This is the summary of an article by Dale M. Lewison and Jon M. Hawes. It talks about the benefits of both target marketing and mass marketing for colleges and universities that are adopting marketing strategies. Researchers come up with buyer types depending on whether students prioritize economy, value or quality. There are also learner types who choose among leisure, socio-improvement, or focus. The study introduces a conceptual market segments model that allows higher education institutions to know more about the student market. You can get the pdf of the behavioral targeting article here: Student Target Marketing Strategies for Universities