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daniel yankelovich, david meer

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Rediscovering Market Segmentation
Fifty-nine percent of recently surveyed companies executed a major market-segmentation initiative in the previous two years. Yet only 14% derived real value from the exercise. What's wrong with market segmentation? Segmentation typically focuses on consumer...
Tags: Branding, Marketing research, Daniel Yankelovich, David Meer, market-segmentation, segmentation, brand, brand identity, analysis, food, technique, marketing, Web, benefit
Articles 2008-05-06
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