Segmentation And Consumer Insight
The rise of the concept of one-to-one marketing and communication in the 1990s was thought to herald the end of the usefulness of, or need for, consumer or customer segmentation. If each customer can be treated as an individual, on the basis of individual records and contacts, there is no need, clearly, to try to group consumers together into like-minded, or like-seeming, groupings that can then each be ...