Market segmentation, targeting and positioning are the three components of what is commonly known as the S-T-P strategy. Each step contributes to the development of a targeted promotional plan. The ...

For startups and established businesses, understanding the importance of segmentation is essential for the granular analysis of consumer demographics, behaviors, needs, and preferences. These insights ...

Targeting, segmentation and positioning are all central to a company's marketing strategy. Often referred to as S-T-P marketing, segmenting, targeting and positioning involve identifying possible ...

Posted: November 5, 2025 | Last updated: November 5, 2025 The STP Model or Segmentation, Targeting, & Positioning is a key component for any firms marketing strategy. Here we give you a brief ...

When you have a broad base of customers, what are the chances that you’re getting the right target for a particular campaign? Let’s say that you have a broad base of customers who are gardeners. To ...

Clockwise from top left: Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He is author of more ...

From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly—yet often overlooked. So, over the course of my biweekly ...

CEO of iResearch Services, a global end-to-end thought leadership company that focuses on evidence-based research and insight-led content. For today's chief marketing officers, transforming daily ...