Like any form of communication, effective marketing relies upon building a rapport and connection with an audience. In order to address an audience effectively, the communicator must understand the ...

Did you know that 65% to 75% of new products fail or miss their revenue targets? Why do you think that happens? Because they fail to understand what their customers truly want and instead follow a one ...

When economics textbooks give the impression that all consumers are alike, they are ignoring variances in the way different groups treat a product. In management, the term unsegmented, mass marketing ...