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 ...

Targeted marketing and personalization have evolved dramatically in the last decade. Engaging an audience overwhelmed by the internet’s content farm requires meeting fans where they are, speaking ...

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 ...