Where Segmentation is at the Center of Marketing Strategy

Market SegmentsWhen it comes to listing the key decision areas where marketers spend their time, for many companies probably well down on that list is time spent on fully understanding the market segments they target. 

Here is a good story from Direct Marketing News that examines three smaller companies who did take the time to analyze their market.  It describes the techniques they used and, for some, how they needed to make adjustments to their segmentation efforts and to their overall marketing strategy.

Image by david.orban

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