Segmentation is the process of dividing a target market group into sub-sections that can then be communicated with through specific communication channels and key messages. Business markets can be ...

Consumers are people, and marketers have long-since recognized that they are not all alike. They differ in terms of location, age, gender, attitudes, needs and social affiliations. Segmentation and ...

Every customer your business interacts with has unique needs, tastes, budgets, and more. So, it doesn’t make sense to treat all your customers alike. A marketing campaign that tries to speak to your ...

You are probably familiar with the idea of scenario analysis used in strategic planning: You focus on different possible future outcomes to design a strategy that is flexible enough to accommodate ...

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 ...

Two momentous and unexpected political outcomes defined 2016 for many Americans and Europeans: the election of Donald Trump as president of the United States and the United Kingdom’s vote to leave the ...