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 ...

To segment a market, you divide your potential customers into different groups. Millennials, Generation X and baby boomers, for instance, or fans of thrillers, paranormal romance and horror. Then you ...

When you're facing a lot of competition, one way to understand your situation is to segment the market—because a properly segmented market will give you a better view of the competitive landscape. It ...

Segmentation—the process of identifying specific customer groups—is imperative for personalized marketing and communications. Often, segmentation projects entail large-scale market studies that divide ...

It’s not easy for marketers to rise above the noise and connect with potential customers in today’s heavily digitized landscape. Consumers are bombarded with advertising and marketing messages on ...