Sarvary, Miklos, and Anita Elberse. "Market Segmentation, Target Market Selection, and Positioning." Harvard Business School Background Note 506-019, September 2005. (Revised April 2006.) ...

The 2016 US presidential election is perhaps the biggest and most public failure of segmentation models in recent memory ... famously pioneered combining RFM segmentation with one-to-one targeting at ...