Rather than spending excess resources in a 'shotgun' approach to marketing, or trying to manufacture all products for all people, commission or conduct a segmentation report to help your management ...

Classic demographics like age and gender – despite being tried and tested for years – appear to be losing their popularity among marketers as the most common forms of segmentation. The wealth of ...

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Market segmentation has been acknowledged as the ?oldest marketing trick in the book?. But what exactly is it” Here’s our no-nonsense guide to market segmentation for SMEs. In order for a business to ...

Q: I once sent one of my brand managers to your market segmentation seminar. When he came back to the office, he echoed the seminar highlights. One particular highlight provoked a long and an ...

Henry Hoenig has three decades of journalism experience as a news and economics editor in the U.S. and Asia, handling coverage of global commodity markets and Asian equity markets. He previously ...