Segmentation is the process of dividing a target market group into sub-sections that can then be communicated with through specific communication channels and key messages. Business markets can be ...

Based on data from its call center, a warranty company thought its market was predominantly female. However, when that company commissioned marketing research, it found that its customer base was ...

Segmentation is a marketing technique used by businesses to target a specific type of consumer or section of the marketplace. Horizontal segmentation means selling a product to a wide spectrum of ...

CEO of iResearch Services, a global end-to-end thought leadership company that focuses on evidence-based research and insight-led content. For today's chief marketing officers, transforming daily ...