Can segmentation ever deliver the goods?
Kai Howaldt and Alan Mitchell
This article argues that most consumer segmentation research is of limited usefulness because it fails to provide a holistic picture of value to different users of the data, and proposes a more `joined-up' value-based approach.
Can segmentation ever deliver the goods?
Kai Howaldt & Alan MitchellRoland Berger Strategy Consultants
According to a 2004 Economist Intelligence Unit survey, 59% of senior executives in large companies said they had conducted a major segmentation exercise...
