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Rediscovering Market Segmentation (Spanish version)
Yankelovich, Daniel; Meer, DavidArticle HBS-R0602GMarketingIn 1964, Daniel Yankelovich introduced in the pages of Harvard Business Review the concept of nondemographic segmentation, by which he meant the classification of consumers according to criteria other than age, residence, income, and such. The predictive power of marketing studies based on demographics was no longer strong enough to serve as a basis for marketing strategy, he argued. Buying patterns had become far better guides to consumers' futu...Starting at €8.20
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CRM Done Right (Spanish version)
Ledingham, Dianne; Rigby, Darrell K.Article HBS-R0411HMarketingstrong executive and business unit leadership, careful strategic planning, clear performance measures, and a coordinated program that combines organizational and process changes with the application of new technology.Starting at €8.20