The Strategy IS the Brand. Or: How Can You Create Your Very Own Monopoly?

About 95% of what executives in competing companies do is pretty much the same all around. This is good management. If you are CEOing a wireless communication services provider, you strive to have an advanced technological infrastructure with a promising future, cool end-user phones, other devices and accessories, a great service system, attractive added-value services, […]

Market Segmentation – Why is it Important?

Steps from market segmentation to marketing planning

Market segmentation is an important basis of many successful marketing strategies. Carefully chosen segments allow tailoring the marketing mix to more individual customer needs. Thus, they help to invest marketing spending more effectively. This article explains what market segmentation is, it discusses why it is important and what advantages it yields. Finally, the article provides […]