Sometimes the department making the purchase decision (e.g., IT) is not the same as the department using the product (e.g., finance), so it is important to identify the lead's job function and role in ...

Customer segmentation still sits at the heart of strategy – but for many businesses, it’s become a static exercise: ...

Thus, such vertical or category approaches to segmentation won't give you the perspective necessary for a straightforward ... Also, focusing solely on the product life cycle can lead to a misalignment ...

Derdenger, Timothy, and Vineet Kumar. "The Dynamic Effects of Bundling as a Product Strategy." Marketing Science 32, no. 6 (November–December 2013): 827–859.

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

Three interrelated subprocesses provide the foundation for this effort: market segmentation, product/service positioning, and product innovation (identifying new opportunities). At the cornerstone of ...