Kathy Hecht

Kathy Hecht
Segmentation - 5 Strategies to Use Now

Most marketing organizations today develop strategies based on a traditional definition of segmentation — with the goal of delivering to the customer the right offer with the right product at the right price at the right time. Traditionally, marketing models and programs start with the product or offering. While this approach has worked well for many years, in these economic times, companies need to shift focus: Rather than starting with product or offering, the first focus needs to be the customer.