12 February 2004

Making Market Segmentation Meaningful

There are lots of different ways to segment markets. Many of them are useless.

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
Consumers aren’t all the same, so they shouldn’t be treated that way. But marketers remain stymied when it comes to defining real and actionable consumer differences. Recent Gallup research offers new insights on ways that companies can identify -- and act on -- truly meaningful customer segments.
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
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See also
Are You Happy Now?
What Were They Thinking?
Marketing to the Mass Affluent
Building a Brand Relationship
Follow This Path: How the World's Greatest Organizations Drive Growth by Unleashing Human Potential
Connecting With Consumers
Building Brand Differentiation

Customer Engagement: Going Beyond Satisfaction

How do world-class organizations rise to the top in today's intensely competitive, turbulent global marketplace? High-performance organizations recognize the emotional drivers of human nature and leverage them to drive performance, one customer at a time.

This event will take place from 08:30 to 11:45 at the Gallup London office (The Adelphi, 1-11 John Adam Street, London WC2N 6HS). There is cost to register. To learn more or to register, visit the Customer Engagement: Going Beyond Satisfaction page on the Gallup Consulting Web site or contact James Rapinac on +44 (0)20 7950 4433.

For a complete schedule of learning opportunities, visit the Gallup Learning Events page.

Popular Topics Brand Engagement Business Consumers Customer Engagement Employee Engagement Innovation Leadership Performance Management Strengths-Based Development Workplace
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Copyright © 2009 Gallup, Inc. All rights reserved.
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