What market penetration strategies are particularly promising for the future? To address this central question of strategic management, Walter Schertler derives an effective segmentation logic for markets based on current research findings. At the heart of Affinity Group Management is a new understanding of target groups that aligns market segmentation with the group sociology of scenes and combines their affinities with the virtual possibilities of the Internet and social media. The second edition includes a revision and update of the Affinity Group approach and its framework. Additionally, the textbook has been expanded to include current topics such as service design and service engineering within the context of strategic service management. These topics are also integrated into the fundamentally redesigned approach for service-oriented affinities.