Segmentation: crutch or booster?

This introduction to Admap's report on segmentation reviews the benefits and problems associated with the technique, which aims to identify a specific type of person at whom to target marketing.

Segmentation: crutch or booster?

Roderick White

This introduction to Admap's report on segmentation reviews the benefits and problems associated with the technique, which aims to identify a specific type of person at whom to target marketing. The range...

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