Many companies seek to capitalize on profitable brands and exploit their brand equity by introducing brand extensions, which are new products introduced under an existing brand name Read More Three Questions to Ask Before Introducing a Brand Extension
As I’ve discussed in prior posts, market segmentation can mean different things to different people. This is in part because there is more than one way to conduct market segmentation, such as using demographic variables, behavioral variables, or attitudinal variables.
Read More Three Types of Market Segmentation and the 2012 Presidential Election
Your tracking study should measure whether customers are more or less likely to buy your company’s products or services, and should help you identify the strategies and tactics that give your market spend maximum efficiency.
Read More [White Paper] What Your Tracking Study Should Measure About Your Customers
