The British Tourist Authority is encouraging businesses to use market segmentation to promote themselves. A new leaflet, Better return on investment through market segmentation, gives advice on setting measurable objectives and analysing the return on investment of a range of people groups, to see which are the most likely to fulfil those objectives. Manager of Strategic Partnerships, Joss Croft, says this method has already been successfully used by national, regional and area tourist boards. While it may not be possible to outspend our competitors, it is still possible to outsmart them, she says.