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, this year, I’m sharing some for your consideration. I hope they’re helpful. This week’s thought: It’s all about targeting, not segmentation. Segmentation has become controversial again. While most marketers view segmentation as the foundation of effective marketing, a growing number believe it needs to be reined in. ...
