Is this Art or Science?
Market segmentation is a necessary step before creating any integrated marketing communications plan in order for it to lead to brand equity!
Izabella Jaskolska Eli LillyMichalis A. Michael Synovate
Market or Customer Segmentation
Market segmentation was first described during the 1950s, when product differentiation was the primary marketing strategy used. In the 1970s and 1980s, market segmentation began to become more popular as a way of increasing sales and obtaining competitive advantage. In the 1990s, ...