Segment and prosper

Barbara Elson, head of database and direct marketing at 23red, considers the history and growing disaffection for segmentation strategies, consumer-centric marketing and CRM.

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...