Marketing Generics Application Note:

What is segment marketing management? Why your company’s success may depend on it

Segment Marketing is probably one of the less well understood and underexploited marketing activities or domains, not having the prominence of its Product Marketing cousins, nor the glamour of the Brand Managers. Product marketing is certainly vital for a company, but segments are where the customers are: segments and applications eat products every time, particularly in mature markets. This Application Note explains what is segment marketing management is and why it’s so vital.


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