Understanding the customer's relationship with a brand: the role of market segmentation in building stronger brands

Most segmentation studies are of limited use because they focus on describing different groups of consumers without reference to the real marketing issues.

Understanding the Customers Relationship With a Brand: The Role of Market Segmentation in Building Stronger Brands

Dr Tamsin Addison Decision ScienceDr Michael ODonohue McKinsey & Company

INTRODUCTION

Market segmentation is widely practiced by marketing and research professionals in most industries. Most market research companies boast market segmentation as part of their ad hoc services and there is a specialist industry offering proprietary off the shelf market segmentation products.

As well as in practice much has been written about the place and role of market segmentation. Admap regularly carries features on segmentation and a special feature in Admap...

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