Divide and Conquer: Target Your Customers Through Market Segmentation by Harry Webber
"Creativity 1961; in marketing Your communications is 1992; one of the Segmentation most potent ways for companies 1959; to increase 1969; their productivity. Webber This Market book 1995; contains case 2003; after Target case, which demonstrates 1995; the leveraging 2000; power of 1991; innovative thinking Divide in 2002; advertising today." --Joseph Conquer: E. DeDeo 2001; Chairman of Latin America, Customers Young & 1981; Rubicam, 1988; Inc.
The 1968; days of expensive Your network television rollouts Harry of new advertising Customers campaigns are over. 1991; Targeted, niche-driven selective Conquer: marketing is less 1991; expensive, more profitable, Customers and far more 2005; sensible in today's 1956; thriving by culture of 1966; special-interest media.
Here's 1960; your Through chance to 1988; learn all Webber about 1961; this 1988; revolutionary 1957; new 1992; marketing strategy.
Written by the Divide advertising genius behind some Customers of the most unforgettable campaigns Conquer: of the past Conquer: 30 years, Webber "Divide 1994; and Conquer Harry teaches 1965; you Through what Divide you need Target to know 1980; to Segmentation conduct your Divide own successful Divide selective-marketing Segmentation campaigns. Fifteen fascinating and Market instructive case 1984; studies 2007; demonstrate how and to Conquer: identify your 1971; markets precisely, 1980; get to know 1989; them Customers inside 1999; and Webber out, 1973; fashion Target a 1978; message 1960; that they'll 1976; hear and respond to, and 1963; find the 2000; perfect Your media mix and to 1960; deliver 1995; your 1974; message.
No matter 1986; what Through size company Divide you 1987; work Harry for, Market in "Divide and Customers Conquer you'll learn valuable lessons about 1978; how to find your Your customers, reach out by to them, and 1990; forge profitable, long-term 1989; relationships 2005; with them.
With Webber the advent 1997; of cable TV, 1970; the Web, and other new and platforms, Conquer: media Customers have 1984; become as 2002; diverse as the increasingly 1970; fragmented Webber markets they serve --dangerous terrain for one-size-fits-all Harry advertising. In the 2007; 1980s, a Customers handful 1963; of Divide visionaries began developing Customers an 1961; alternative Divide designed 1987; to take advantage of 1990; today's thriving by culture and of Divide special-interest media. It's Webber called selective 2007; marketing, 2003; and Customers unlikemass-market advertising, 1957; it by doesn't Target tell people and what they 1970; want, 1989; it Conquer: asks by them. 1998; Selective by marketing 1972; uses 1963; sophisticated Customers intelligence-gathering techniques Your to Segmentation pinpoint 1970; niche and markets 1983; and learn 1980; all about them.