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 ...

Firms tend to go through a whole process in order to decide how best to divide up and conquer their market. The STP Process or Segmentation, Targeting, and Positioning process is how firms ...

Apollo reports an effective go-to-market (GTM) strategy is essential for successful product launches, helping businesses ...

One of the most important jobs of marketers is to segment their market. They need to know how to divide up their clients, industry, competitors, and more in order to better address their needs and ...

In today’s competitive market, companies must rethink how they connect with customers. Market segmentation—the practice of dividing a broad market into subgroups based onshared characteristics—has ...

Market segmentation is the strategic process of dividing a broad consumer or business market into sub-groups of buyers who share common needs, preferences or characteristics. Traditional approaches ...

From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly—yet often overlooked. So, over the course of my biweekly ...

Based on data from its call center, a warranty company thought its market was predominantly female. However, when that company commissioned marketing research, it found that its customer base was ...