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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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Trucar.in: Finding a Position in an Emerging Online Market
Utkarsh Utkarsh; Prashant Kumar; Anmol Lamba; Manadeep Ganguli; Santosh GuptaCase IVEY-9B18A047-EEntrepreneurship, MarketingTruCar.in (TruCar), established in 2014, was an emerging online car portal in India. The online car portal industry was highly competitive, with a few established players and several new entrants due to low entry barriers. Most competitors were focused on the online auto classified segment (providing information about cars) or the used-car segment (buying and selling used cars). TruCar was instead focused on assisting consumers in evaluating cars...Starting at €8.20