For startups and established businesses, understanding the importance of segmentation is essential for the granular analysis of consumer demographics, behaviors, needs, and preferences. These insights ...

Firms tend to go through a whole process in order to decide how best to divide up and conquer their market. The STP Process or Segmentation, Targeting, and Positioning process is how firms ...

Market segmentation is the practice of dividing customers into groups of potential buyers that have similar preferences and buying habits. As opposed to mass marketing, in which the company offers the ...

Market segmentation is a marketing strategy that divides consumer’s interests, demographics and behavior into different groups to better market to specific needs. When it comes to marketing, there is ...

Target marketing is essential to getting the most from your marketing dollars by reaching out specifically to those who are most likely to buy your products or services; they are your target market or ...

Clockwise from top left: Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He is author of more ...