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The dangers of segmenting your customers

from By Anne Rose

Here is just a smattering of the marketing segments that are all the rage now in the business world: baby boomers, millennials, LGBT, honeymooners, families, singles, athletes, racial identities, bachelor/bachelorette, and on and on. The goal of segmenting like this is to market your products or services efficiently and effectively to your current and prospective customers. But does it work? Or are there risks in treating a large swath of the population as identical in needs and wants? more

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