Segmentation and Targeting Success story at BMW In 2001, BMW came up with a video marketing campaign that was not targetted at any of its customer segments. It was targeted at another segment, not the customers of BMW. Find out who did BMW really target?

The BMW Market Segmentation story is one of the finest that marketers look up to. And that’s because BMW has been able to target multiple segments at one time. But…

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But really, what does Marketing mean? For a start, Marketing is not the same as Advertising. In this article, I give a step-by-step description of what is Marketing. What is its definition and what are the things you should know as a Marketing enthusiast.

So, what does marketing mean? You could ask this question to any marketing practitioner or to any CMO, you are likely to never hear the same definition of marketing being…

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10 Market Segmentation Mistakes you don’t know you are making (Updated)

Irrespective of whether you are doing market segmentation for a commodity or a luxury product, marketers often tend to be myopic to a product-to-segment fit. This means only those market…

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The Positioning Formula: What is Positioning? (The Viagra example)

I kind you not when I say this. It took me an entire one year of my MBA program to ‘feel’ what positioning is. Sure, I always knew what the…

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Buyer Persona Marketing

1.9x Revenue Growth through Buyer Persona

Enough cannot be said about the importance of a business to be customer centric. In businesses with large product portfolios, a general sense of being product centric prevails which often…

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