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 ...

For startups and established businesses, understanding the importance of segmentation is essential for the granular analysis of consumer demographics, behaviors, needs, and preferences. These insights ...

Firms tend to go through a whole process in order to decide how best to divide up and conquer their market. The STP Process or Segmentation, Targeting, and Positioning process is how firms ...

Market segmentation is the practice of dividing customers into groups of potential buyers that have similar preferences and buying habits. As opposed to mass marketing, in which the company offers the ...

Market segmentation is a marketing strategy that divides consumer’s interests, demographics and behavior into different groups to better market to specific needs. When it comes to marketing, there is ...

When you have a broad base of customers, what are the chances that you’re getting the right target for a particular campaign? Let’s say that you have a broad base of customers who are gardeners. To ...

Often when you ask a small business owner who they are targeting as customers, their response is “Everyone”, or “Anybody interested in…” They might refine this audience down to “homeowners” or “people ...

Clockwise from top left: Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He is author of more ...

Target audiences are strategically identified groups of customers who are interested in a particular product or service. They are the foundation on which every business is based. Research and ...

The era of micro-targeting B2B decision-makers with narrow targeting attributes is over. Opt-outs are surging, data collection is limited, and once-granular targeting options are fading. It's time to ...