Digital commerce has undergone a fundamental transformation in how businesses interact with customers. What began as simple ...

Once a business has identified its target market--the people most likely to purchase its goods and services--it may divide the customers further using segmentation strategies. Customers in these ...

Henry Hoenig has three decades of journalism experience as a news and economics editor in the U.S. and Asia, handling coverage of global commodity markets and Asian equity markets. He previously ...

Nothing lasts forever. Industries transform. Products evolve. Consumer tastes change. As you market your business, things will happen. That’s why it’s important for marketers to be open-minded. If you ...

The psychographic profiling that passes for market segmentation these days is a mostly wasteful diversion from its original and true purpose—discovering customers whose behavior can be changed or ...

One of the first lessons you learn in a marketing program is that if a business owner tries to sell to everybody, he ends up selling to nobody. As eager as the owner may be, he must home in on his ...

Direct marketers have to understand the issues and choices involved in customer segmentation to be able to manage such a project effectively from conception to implementation. Any number of common ...