Segment And Prosper
Barbara Elson 23red
It is generally recognised that marketing has evolved through a number of stages.
- For a long time, businesses adopted a mass-marketing model, made possible by simple products, homogeneous (demographically classified) audiences and genuinely mass media.
- More recently, segmentation and customer relationship marketing (CRM) have been the name of the game, necessitated by more complex products and services, hyper-competition, media fragmentation and consumer demand.
- There is a feeling now that the pendulum...