Is this art or science?

Isabella Jaskolska

When referring to segmentation most experienced researchers think of factor and cluster analysis. In conducting ad-hoc factor or cluster analysis a great deal of subjectivity (and creativity) flows into the “equation” in terms of selecting the “best” factors and cluster solutions for doctors or patient data.

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, ...

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