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 ...

When it comes to market segmentation, I don’t see truly well-documented cases often. At a more simplistic level, we think of classic matrices such as BCG or McKinsey’s. But the real exercise of ...

The era of micro-targeting B2B decision-makers with narrow targeting attributes is over. Opt-outs are surging, data collection is limited, and once-granular targeting options are fading. It's time to ...

Few would disagree with the view that since the 1950’s, when the practice of market segmentation began, it has been the cornerstone of any marketing strategy. If you define your market segments ...

LONDON--(BUSINESS WIRE)--Infiniti Research, a global competitive intelligence solutions provider, has just released their new market segmentation study on the luxury retail industry. A leading luxury ...

It’s important to deliver your business’s message to the right audience. The STP marketing model is helpful in this case. Segmentation, targeting, and positioning are what STP stands for. It’s a ...

Robert Kelly is managing director of XTS Energy LLC, and has more than three decades of experience as a business executive. He is a professor of economics and has raised more than $4.5 billion in ...

Glance at an old-school marketing textbook, and you’ll probably see an image of a traditional marketing funnel—awareness, interest, desire, intent, evaluation and purchase. But the B2C landscape has ...

The first introduction of a new product or service is just the tip of the iceberg when it comes to crafting a successful marketing campaign. From selecting a target audience to making adjustments ...