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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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Reynolds Metals Company: división de productos de consumo
Chun, SamuelCase HBS-503S58MarketingReynolds División de Productos al Consumidor debe decidir si es necesario interrumpir su programa de derechos de emisión de caso a favor de los dólares comerciales discrecionales dirigidas al desarrollo del mercado.Starting at €8.20