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 ...

Market segmentation is the strategic process of dividing a broad consumer or business market into sub-groups of buyers who share common needs, preferences or characteristics. Traditional approaches ...

Based on data from its call center, a warranty company thought its market was predominantly female. However, when that company commissioned marketing research, it found that its customer base was ...

In my travels as a strategy consultant, there is one constant among new clients: a lack of definition around target markets. Clients tell us they have clarity, but when we pull back the kimono, we ...

Few would disagree with the view that since the 1950’s, when the practice of market segmentation began, it has been the cornerstone of any marketing strategy. If you define your market segments ...

Forbes contributors publish independent expert analyses and insights. Rebecca Shaddix covers overlooked aspects of big data and technology. Oct 28, 2024, 10:45am EDT Attribution in marketing gets a ...

Traditional client segmentation? That’s so 15 years ago. That was one of the takeaways from a presentation yesterday by Michael Nathanson, the CEO of Focus Financial, at this year’s Schwab IMPACT ...

The medtech industry is struggling to reinvent itself. Increased pressure on medical device and diagnostics product pricing is a common strategic issue, and a primary cause is the combined forces of ...

Synchronizing sales and marketing around a unified, customer-centric approach is essential for pharmaceutical companies ...

Every customer your business interacts with has unique needs, tastes, budgets, and more. So, it doesn’t make sense to treat all your customers alike. A marketing campaign that tries to speak to your ...