Every customer your business interacts with has unique needs, tastes, budgets, and more. So, it doesn’t make sense to treat all your customers alike. A marketing campaign that tries to speak to your ...

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 ...

Synchronizing sales and marketing around a unified, customer-centric approach is essential for pharmaceutical companies ...

Whether the majority of your organization’s marketing is digital or print, segmentation plays a critical role in converting leads to customers and ensuring that you retain them. Segmentation involves ...

Annie Wilson is a senior lecturer of marketing at the Wharton School of the University of Pennsylvania. Ryan Hamilton is an associate professor of marketing at Emory University’s Goizueta Business ...

The pandemic has been a huge reset of our times. The historical understanding of customers and their segments is undergoing change. In fact, I'm finding that new-age customers are multilayered and ...