... at this concept with more depth. I followed basically the structure of 'Market Segmentation' chapter of Oxford Textbook of Marketing, so the paper is organized as follows: it begins with the foundations of market segmentation concept and process. Next three sections are about the three stages of market segmentation, segmentation, targeting and positioning. On section 6 I'll give you some qualities a segmentation process should have to be successful. Section 7 will have a Portuguese example which is my intention that by reading it you can relate it with the concepts you have seen in the previous sections. Section 8 will show some of the future challenges that market segmentation faces, nominatly in a decade where information technology is already affecting the way organizations approach a costumer. In section 9 you can find the conclusion of this paper. 2. Market segmentation In this section we will understand market segmentation, its foundations ...

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