Market segmentation, targeting and positioning are the three components of what is commonly known as the S-T-P strategy. Each step contributes to the development of a targeted promotional plan. The ...

Segmentation is the process marketers use to divide a large and diverse population of potential buyers into smaller, more homogeneous groups. These segments should be based on customer characteristics ...

The new SEC chief has been talking a lot about segmentation recently, and it also took up a few pages of the recent MEME stock trading report. But what is segmentation? And what does it do to markets ...

Not all clicks are equal. A repeat buyer, a first-time visitor and a lapsed customer should be treated differently.

Customers are expecting more than ever from their interactions with brands. Getting it right in this increasingly competitive age of retail can be make-or-break. Customer segmentation has long been a ...