The edited volume addresses the dominant target group concepts in consumer marketing through individual contributions. In addition to one-dimensional segmentations primarily based on observable characteristics (e.g., target group "women" or "best agers"), common psychographic and geographic approaches, as well as future trends in target group discussions, are discussed. Leading experts who have significantly shaped or further developed these approaches provide their insights. To illustrate practical implementation possibilities, practical industry applications are presented in the final part of the book.