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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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Transforming AMFAM
Khurana, Rakesh; Lal, Rajiv; Ross, CatherineCase HBS-508081-EMarketingTo maximize their effectiveness, color cases should be printed in color. On a winter day in December 2007 at the American Family Mutual Insurance Company (AMFAM) headquarters in Madison, Wisconsin, Dave Anderson and Jack Salzwedel remained in the conference room after the senior management meeting had concluded. Anderson, CEO of AMFAM since January 2007 and Salzwedel, named President in August 2006, reflected together on how far the company had c...Starting at €8.20
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Transforming AMFAM , Teaching Note
Khurana, Rakesh; Lal, RajivTeaching Note HBS-513079-EMarketingTeaching Note for 508081Starting at €0.00