About this series] This series is a record of learning where the author, who wants to "systematically learn marketing from ...

For years, organizations viewed customers as a homogenous mass of people that wanted the same products and services, so they sent everyone the same marketing and sales pitches. It was the only way ...

Firms tend to go through a whole process in order to decide how best to divide up and conquer their market. The STP Process or Segmentation, Targeting, and Positioning process is how firms ...

While face-to-face contact and phone calls are still important forms of communication in business, email has quickly climbed the ladder. Email is often the first line of communication in businesses, ...

Most segmentation models rely on behavioral data such as clicks and pageviews. But in many industries, understanding the real-world context behind a purchase explains customer behavior far better than ...