August 18, 2017

Archives for January 2015

Can demographic groups still tell us something in a post-demographic consumer world?

This weekend I enjoyed teaching the Edinburgh on-campus Marketing class alongside my colleague Professor Steve Carter. I found the session on market segmentation, targeting and positioning particularly interesting. It’s well known that good market segmentation underpins effective marketing strategies, and that several variables can be used to divide a market into groups of customers who […]

Compromising positions

I am often reminded that people see negotiation in a very different light – probably based on some bad experiences. When faced with a negotiation, people often expect that dreadful “c word” – Compromise! I was reminded of this just yesterday when reading an article about an academic negotiation over exam content, the school board […]