Is this art or science?

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...

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