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Título:
DESCUBRA SU PUNTO DULCE

Title:
FIND YOUR SWEET SPOT

Autor(es):
Para encontrar todos los artículos de un autor, haga clic sobre el nombre.

Autor(es): MARKEY, ROB; DU TOIT, GERARD; ALLEN, JAMES

Fuente del inglés:
HARVARD MANAGEMENT UPDATE, VOL.11, ISSUE 11, NOV., 2006, P.3-6

Fuente del español:
HARVARD MANAGEMENT UPDATE, NO.110, MAYO, 2007, P.1-4

País(es)
N/A

Materia(s):
EMPRESAS COMERCIALES; SEGMENTACION DEL MERCADO; UTILIDADES; MERCADOTECNIA OBJETIVO; ENCUESTAS

Resumen:
The article reports on the flawed segmentation happening in many companies in many industries. In a survey with executives, 81% believes that customer segmentation is a critical tool in growing profits but fewer than 25% of their companies is using it effectively. It suggests that to get most value from segmentation efforts, companies must excel in identifying lucrative design targets and must have a rigorous self-examination to assess the companies capabilities.

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