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Article Image: Why Do YOU Segment Customers?

Why Do YOU Segment Customers?

The marketing department at a large firm (with a strong sales-driven culture) was trying to get sales’ support to launch a customer segmentation effort. In one meeting, the market research consultant presented her psychographic analysis of consumers, outlining seven segments. She recommended, based on the company’s “brand positioning”, that the firm disregard three of the […]

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Article Image: Delusions Of Marketing Grandeur

Delusions Of Marketing Grandeur

In an article on MarketingProfs.com, Jeff Mucci writes: “More and more companies are attempting to become “marketing focused/led” rather than sales or financially driven….A bona fide, world-class marketing-led organization has a clear long-term focus on core items such as retention, customer satisfaction, customer experience management, and lifetime value of a customer. Conversely, a sales- or […]

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Article Image: CYA (Count Your Assets)

CYA (Count Your Assets)

In the October 2004 issue of the Journal of Marketing, Roland Rust and colleagues wrote that: “Marketers are under pressure to show how marketing investments add to shareholder value…[and] must identify the assets in which they invest and how those assets contribute to profits.” Marketing executives know this all too well. But, in practice, few […]

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