The Myth of Segmentation or How to Move Beyond

Segmentation can be a very powerful tool for aiming marketing to special groups. But is it always the right thing to do? What are its limitations? What is its future? What, if anything, lies beyond segmentation? The aim of this presentation is to challenge current thinking about segmentation and to offer alternatives.

The Myth of Segmentation or How to Move Beyond

Jochum Stienstra


The Dutch daily NRC Handelsbladpublished a hilarious coverage of'Motor-way Man'. The English marketing agency'Experian'had postulated this group as a new segment: living in a new housing estate, near the motorway, about 30 years of age, hard-working, spending a lot of time in the car and living together (without children) with a comparable partner. The point was that this group was supposed to switch from the labour party to the conservative party. So the political party that is able to win (conservatives) or keep (labour) the hearts...

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