In order to market any enterprise successfully, you sometimes need to think outside the box. Using the same stale old tactics over and over soon stops delivering any tangible gain. This becomes a problem even more with the rise of the concept of “Best Practices”. Pushed by eager consultants, businesses around the world started to […]
Marketing - Customers
Market Segmentation – Why is it Important?
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 […]
Understanding and Managing Customer Perception
Different customers may perceive one and the same product or service in different ways. A customer’s perception of an offering may even deviate from what the producer or service provider or marketer had intended. This may cause serious problems in today’s attention economy. Everybody is exposed to more and more diverse information than ever before. […]