In today’s competitive market, companies must rethink how they connect with customers. Market segmentation—the practice of dividing a broad market into subgroups based onshared characteristics—has ...

No matter what product or service you sell chances are you don’t have a “one message fits all” approach that will resonate with every single one of your customers. The solution is to spend some time ...

When it comes to market segmentation, I don’t see truly well-documented cases often. At a more simplistic level, we think of classic matrices such as BCG or McKinsey’s. But the real exercise of ...

For decades, marketers have segmented their target customers to get a read on who will buy a product or service. But if your firm is still doing traditional segmentation using demographic details or ...

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