Market segmentation is the practice of dividing customers into groups of potential buyers that have similar preferences and buying habits. As opposed to mass marketing, in which the company offers the ...

The global pharmaceutical market has historically enjoyed double-digit growth with sales in the leading 13 markets increasing by 11% in 2001 (10% in 2000 and 9% in 1999) (Darbourne 2002). Analysis of ...

In part one of this divided post, we talked about the ubiquity of reminders from marketing professionals that every business – including small business – must carefully segment their market or ...

In the previous installments of this series I introduced the idea of relevance in digital marketing and listed five keys to achieving a relevance-centered approach. So far I have defined the concept ...