Consumers expect a personalized marketplace. But why is it that retail and service businesses are comfortable categorizing their grocery stores and hotels, while we in the financial-advice industry ...

Marketing is typically aimed at a particular part or segment within a market or region. These segments can be categorized by any criteria you wish and are often measured and divided differently from ...

The key steps to segmentation are: defining the target market, gathering data, analyzing the data, developing profiles of the segments, and selecting the segments to target. It is important to ...

Firms tend to go through a whole process in order to decide how best to divide up and conquer their market. The STP Process or Segmentation, Targeting, and Positioning process is how firms ...

In my travels as a strategy consultant, there is one constant among new clients: a lack of definition around target markets. Clients tell us they have clarity, but when we pull back the kimono, we ...

In an earlier article ("Driving demand with revenue segment leadership "), I made the case for developing segment leaders as part of an organizational framework for driving revenue. I described a ...