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 ...

Targeting and segmentation are part of a three-part process referred to as STP. STP stands for segmentation, targeting and positioning, processes that involve taking a close look at your potential ...

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

Several recent happenstances are transforming marketing. For one, the unprecedented explosion of data being created by consumers, businesses, and governments offers immeasurable value for ...

What do Pandora, Netflix, and Amazon all have in common? All three are world-class “segmenters.” Almost everyone segments to some extent—targeting different customers with different marketing—but ...

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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 ...