Understanding the customer's relationship with a brand: the role of market segmentation in building stronger brands
Michael O'Donohue and Tamsin Addison
Most segmentation studies are of limited use because they focus on describing different groups of consumers without reference to the real marketing issues.
Understanding the Customers Relationship With a Brand:
The Role of Market Segmentation in Building Stronger Brands
Dr Tamsin Addison
Decision ScienceDr Michael ODonohue
McKinsey & Company
INTRODUCTION
Market segmentation is widely practiced by marketing...
