The power of segmentation

Michael Lieberman

Michael Lieberman describes a case study based on a gasoline product and demonstrates how various research techniques can help to predict future buying intentions and develop a brand communications strategy.

The Power Of Segmentation

Michael LiebermanMultivariate Solutions

Not every dollar spent in an advertising and sales effort is created equal. Some of those dollars generate far more revenue than others in the advertising and sales budget. It seems...

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