Master Marketing Lessons: STRATEGIC NEEDS-BASED SEGMENTATION: Using Fact-Based Marketing to Forecast Competitive Positions (and Make Millions)

Understanding market segmentation, or dividing potential customers into groups based on a wide range of characteristics (demographics, income and education levels, interests, etc.) is critical to marketing strategy. It is now a booming industry of its own, and very much in the news, with the growing use of deep personal data to be able to target groups or even individual customers. This book highlights some innovative applications of Needs-Based Segmentation developed over the forty-year teaching career of Professor James Taylor, of the University of Michigan's famed Ross Business School.