The Death of Consumer Segmentation?†

Rethinking a Traditional Marketing Tool

Advertising Age, April 13, 2009 — One of the most important paradigms governing today's marketing world is the constant drive to better segment a brand's customer and prospect base. Conventional wisdom says that the better we segment consumers, the better we can market to them. Consumer segmentation is viewed as a "best-in-class" practice across the marketing world.

But are we on the right track?