The golden age of marketing

Argues that the 90s were not a golden age but marketing is about to enter one, thanks to changes in data gathering and technology.

Twenty years ago, Mark Sherrington wrote an article in the first edition of Market Leader called 'Market segmentation really is cool'. Here he reflects on what has changed since then.

Twenty years ago, a US President was facing impeachment over a sex scandal involving his abuse of power (#him too). Britain was trying to conclude a tough negotiation with Europe in Maastricht. A financial crisis hit South East Asia. We signed the Good Friday Agreement for Ireland but there was a new terrorist threat emerging from the Middle East. Microsoft launched Windows 98 and France won the World...

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