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Segmentation - once hailed as the Holy Grail for identifying growth opportunities in consumer businesses - has come under a cloud in recent years. It's not that segmentation isn't a useful tool. If companies weren't able to de-average their consumer base, their marketing activities would wander off in the general direction of a theoretical "Average" consumer. But too often, as a result of poor execution, segmentation efforts fail to deliver the value that companies expect. Segmentations that are all right-brain and no left ("One conducted an attitudinal segmentation - it was very creative - but no one could figure out the economic implications").
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