Market segmentation is an integral part of a company's marketing strategy. It is the process of breaking down a larger target market into smaller, more homogeneous groups of customers that you can ...

When creating a marketing campaign you shouldn't that assume all your customers are alike. What appeals to a 19-year-old Asian-American art history major may be completely different from what appeals ...

The national conversation regarding social justice that began this summer launched a wave of overdue introspection across corporations both big and small. While devising strategies to elevate minority ...

Classic demographics like age and gender – despite being tried and tested for years – appear to be losing their popularity among marketers as the most common forms of segmentation. The wealth of ...

Have you ever seen an ad that was just a little too specific? Maybe the advertisement targeted women with longer-lasting lipstick or men who need multi-blade razors. Perhaps the ad singled out an ...

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 ...

Ann Behan has 10 years-plus of experience researching, writing, and editing articles, white papers, and executing searches at the board level across various industries. Her expertise includes ...

Market segmentation is the science of dividing an overall market into customer subsets or segments, whose in segment sharing similar characteristics and needs. Segmentation typically involves ...