A Glimpse on New Advances in Segmentation

Segmentation is a fundamental topic in marketing strategy. Appreciation of its importance has continuously grown since the 1950s. Segmentation is crucial to targeting messages, fitting preferences of different consumer groups, or creating other types of differentiated programmes. In consumer marketing, segmentation may be based on demographics, perceptions and attitudes (mental constructs more generally), and behavioural… Read More

Getting Closer to Consumers Through Ethnography

Marketing and consumer researchers need to employ a dose of curiosity for understanding, more closely and deeply, groups or communities of consumers that are less familiar and more different from them. It can be sought by observation of individuals from the group of interest, listening to and talking with them, and possibly interacting with them… Read More

Making the Environment a Factor in Business and Marketing

The 21st century faces humanity with multiple considerable challenges — economic, social, and environmental. The Corona pandemic added a salient physical challenge, by affecting our health, which is argued to be related also to environmental issues. Climate change is the most burning issue, per se, that receives top attention, and requires action. There is an… Read More