Sarvary, Miklos, and Anita Elberse. "Market Segmentation, Target Market Selection, and Positioning." Harvard Business School Background Note 506-019, September 2005. (Revised April 2006.) ...

In today's competitive landscape, many B2B companies are reviewing their strategies, and that often includes a more careful segmentation of target audiences—both to sell more accurately and to budget ...

With its new brand proposition, Virgin Money is hoping to bring banking to life for customers and set the business up for success following its buyout by Nationwide.

Market segmentation is a process that helps gather different consumers of similar tastes into the same groups – to make it easier to tailor your product/service and target a viable audience, rather ...

In gaming, engagement doesn’t end at the first install. More than 70% of buyers make repeat purchases, which highlights the long-term value of retaining players. With 3.32 billion active video game ...

Even formerly successful marketing campaigns based on these techniques are now struggling. Tesco, for example, famously pioneered combining RFM segmentation with one-to-one targeting at scale in the ...