Market segmentation really is cool

Mark Sherrington

Argues the importance of market segmentation, as well as brand positioning, for creating growth. Segmentation is not only consumer segmentation.

Market segmentation really is cool

Mark Sherrington

 

Marketer's tools are of no use if they're not employed in the service of growth. Market segmentation has been ignored as merely descriptive and passive, compared to brand positioning which excites more interest. Here is an approach that is both creative and practical and shows clearly how segmentation can be the best analytical tool in the box.

Artists have their pallet and brush, builders, their hod and trowel. As marketers, we have positioning and segmentation. They are the tools of our trade. Through the medium of paint, artists combine brush and...

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