When economics textbooks give the impression that all consumers are alike, they are ignoring variances in the way different groups treat a product. In management, the term unsegmented, mass marketing ...

Consumer behaviour, be it product purchase or media consumption, is a matter of great interest to marketers. Tomes and tomes have been written on this subject. Consumer behaviour of segments within ...

Google has launched Custom Columns in AdWords, letting you segment existing column metrics to get more detailed insights based on your objectives. For example, “By selecting an existing metric like ...

One of the first acts of any responsible marketer is to segment a consumer population, and choose the specific segments that his brands will focus on. Marketing textbooks define consumer segmentation ...