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 ...

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 ...

Who are your customers? Or perhaps a better question is: Who aren’t your customers? Not everyone is interested in, nor a good target for, every product or service offering. Marketing communications ...

Henry Hoenig has three decades of journalism experience as a news and economics editor in the U.S. and Asia, handling coverage of global commodity markets and Asian equity markets. He previously ...

Some pharmaceutical leaders still see positioning as the creative flourish at the end of brand planning, but it is time that changed. It should be the strategic thread running through every decision, ...