Sarvary, Miklos, and Anita Elberse. "Market Segmentation, Target Market Selection, and Positioning." Harvard Business School Background Note 506-019, September 2005. (Revised April 2006.) ...

Segmentation allows brands to identify and target potentially lucrative consumer subgroups. This can influence marketing strategy, NPD and corporate positioning as well as having application to more ...

The Brand Auditors, a consulting firm serving mid-sized and enterprise-level organizations, has enhanced its Brand Audit ...