Tension: We segment customers to personalize marketing, yet most segmentation strategies reveal how little we understand ...

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 ...

Strategic marketing is a long-range system for choosing markets, shaping demand, and linking choices to business goals and sustainable growth. The discipline sets priorities for product or service ...

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 ...