Much of that information can be found in public documents and online searches, whereas some stats are more subjective and rely on focus groups. Unlike the consumer market, segmentation of corporate ...

Market segmentation lies ‘at the heart of successful marketing’ (McDonald 2010), yet market segmentation solutions are not trivial to interpret, especially if consumers are segmented using post hoc or ...

Citations: Durango-Cohen, Elizabeth J., P. Durango-Cohen, R. Torres. 2013. Donor Segmentation: When Summary Statistics Don't Tell the Whole Story. Journal of ...

The director of marketing in a large company is confronted by some of the most difficult problems in the history of U.S. industry. To assist him, the information revolution of the past decade puts ...