Serious segmentation is not a mere snapshot of the market. It plots and overlays multiple layers: data on strategic human ...

In today’s competitive market, companies must rethink how they connect with customers. Market segmentation—the practice of dividing a broad market into subgroups based onshared characteristics—has ...

Not many people in Ghana will remember the short span of the South African retail shop, PEP STORES when it set up in Ghana. The lightning speed with which PEP Stores collapsed could be attributed to ...