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 ...

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 ...

Target marketing is essential to getting the most from your marketing dollars by reaching out specifically to those who are most likely to buy your products or services; they are your target market or ...

The segmentation-targeting-positioning conceptual framework has been the traditional foundation and genesis of marketing strategy formulation. The authors propose a general clusterwise bilinear ...

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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 ...

Bruce McColl, the Global CMO for Mars, was in no mood for prevarication last month at the Advertising Research Foundation’s annual ReThink conference in New York City. “I’m not a great believer in ...

Last Friday (March 7, 2014) our reader asked: “It’s been so many years since last we heard anything new about brand positioning. Do you have anything new on brand positioning that can help us once ...