We all know that a company's success is based on two components: operational and marketing. One can't function without another. There are many examples when great innovative companies that have been destroyed without effective marketing. Many companies don't have an effective marketing strategy, because companies think that their invention will be sold by itself. In fact, marketing strategy is very important and should be based on careful research and analysis. How can a company conduct R&D? What information can be used for marketing segmentation? The most popular approach is to find demographics and geographic data. We can add also firmographics (information about industry and company), and psychographics( information about customers' motives to buy). Data on demographics, geographic, and firmographics aren't that difficult to find in the Internet Era. Although, psychographics are the most important. According to Thomas V. Bonoma and Benson P. Shapiro's...
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