Understanding the customer's relationship with a brand: the role of market segmentation in building stronger brands

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...