Few phrases have as much currency in today’s business-to-consumer (B2C) companies as the customer-centric organization. Although the particulars vary widely, most companies pursuing ...

Disruption is prompting marketers to revisit segmentation strategies and take a fresh look at how to effectively engage with specific clusters of customers. I recently asked Stefan Lysak, principal, ...

Market segmentation is the science of dividing an overall market into customer subsets or segments, whose in segment sharing similar characteristics and needs. Segmentation typically involves ...

Market segmentation, targeting and positioning are the three components of what is commonly known as the S-T-P strategy. Each step contributes to the development of a targeted promotional plan. The ...

CEO of iResearch Services, a global end-to-end thought leadership company that focuses on evidence-based research and insight-led content. For today's chief marketing officers, transforming daily ...

Sales segmentation is the process of establishing separate marketing strategies to appeal to consumers with different needs, interests, budgets or other attributes. It involves identifying segments of ...