Segmentation is the process of dividing a target market group into sub-sections that can then be communicated with through specific communication channels and key messages. Business markets can be ...

Marketers have long relied on simple demographic categories, including age, gender, income and region, to build segments and classifications. It’s convenient, easily understood and readily available ...

You are probably familiar with the idea of scenario analysis used in strategic planning: You focus on different possible future outcomes to design a strategy that is flexible enough to accommodate ...

Target audiences are strategically identified groups of customers who are interested in a particular product or service. They are the foundation on which every business is based. Research and ...