This article will explore segmentation, a highly misunderstood marketing topic. Segmentation breaks up a market into groups. The original idea of segmentation was that customers within the same ...

Sarvary, Miklos, and Anita Elberse. "Market Segmentation, Target Market Selection, and Positioning." Harvard Business School Background Note 506-019, September 2005. (Revised April 2006.) ...

Taking that failure as an example, and considering the overall outdated mode of assessment that segmentation models seem to be stuck in, we should admit that marketing segmentation models must evolve.