January 27, 2018

Barriers to a single customer view

A single customer view can be challenging to create in today’s business environment. First, most organizations have different databases and different channels through which they do business. A retail bank, for instance, may have a self...

January 20, 2018


As organizations fight for a greater percentage of market share, businesses are looking to generate greater loyalty and brand recognition within their existing customer base. This effort leads to

continued transactions and ultimately a greater share of the c...

January 10, 2018

In the last ten years, the story has been about Millennials. Their wants, buying habits, and beliefs have inspired numerous studies and news reports. Crafting a formula to gain their brand loyalty and business has been the mission of marketing departments all across th...

January 9, 2018

How to segment a market

A step-by-step guide on how to construct market segments is provided below. However, there are a number of relevant topic discussions on the marketing study guide which may be beneficial for you. These topics are included in the side bar menu and...

January 5, 2018

For marketers seeking to reach African-American women, integrated campaigns—inclusive of not only traditional platforms such as television and radio but also digital and social—is paramount. With a combination of digital prowess, social savvy and voracious media consum...

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