“Market Segmentation: Still the Bedrock of Commercial Success” – Malcolm McDonald

October 11, 2017 Christian Sarkar

In light of the phenomenal advancements in marketing technology, it is important to dispel some of the popular myths surrounding market segmentation and explain why needs-based segmentation is still the main route to commercial success. The most common objective of modern com­mercial organizations is the sustainable creation of shareholder value. This can be achieved only […]


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“Shifting from Persona to Person” – Matthew Hellman
“Shifting from Persona to Person” – Matthew Hellman

Introduction We live in volatile and unpredictable times. When we think we’ve got one thing (a great job, a...