Marketers are up against it. Mass markets have fragmented into niches. One size no longer fits all. Consumers respond to customized messages or they don’t respond at all. Big messages just bounce off.
Marketing’s Russian Doll Strategy
Marketers are up against it. Mass markets have fragmented into niches. One size no longer fits all. Consumers respond to customized messages or they don’t respond at all. Big messages just bounce off. In a perfect world, every brand would contain a variety of meanings, the better to speak to a variety of consumers. The […]
March 22, 2011
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New!
HBR Learning
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.