Consumer Segmentation and Media

Argues that, in spite of all the theory, most companies have still not adopted consumer-centred marketing in practice.

Consumer Segmentation and Media

John Svendsen Carat Insight

Almost all top executives would claim that their organisations are, or are in the process of becoming, customer led. The last 15 years of tqm (total quality management), cip (continuous improvement programmes), bpr (business process re-engineering) and now crm (customer relationship management) have engendered a new creed, which makes it impossible to claim otherwise.

The reality is somewhat different.

The production and selling orientations that we are supposed to have outgrown are alive and well. Very few organisations have taken on the marketing concept (Exhibit 1). We still prefer...

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