The pandemic has been a huge reset of our times. The historical understanding of customers and their segments is undergoing change. In fact, I'm finding that new-age customers are multilayered and ...

Nonhierarchical partitioning techniques are used widely in many marketing applications, particularly in the clustering of consumers, as opposed to brands. These techniques can be extremely sensitive ...

Most marketers are aware of the complexity of their target consumers, but cannot effectively segment their marketing efforts to reach them. Although consumer segmentation has evolved rapidly over the ...

Market segmentation, targeting and positioning are the three components of what is commonly known as the S-T-P strategy. Each step contributes to the development of a targeted promotional plan. The ...