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Edition 7 Targeting a market segment

This segmentation case study focuses upon the strategies used by the Australian Tourist Commission to win over segments of tourism and travel business. In particular, it looks at how the ATC has developed a strategy for attracting young travellers to Australia.

  1. Introduction
  2. Market segmentation
  3. Targeting
  4. Meeting the needs of younger travellers
  5. Targeting younger travellers
  6. Conclusion