Leadership Market Segmentation Marketing Workshop 
Harvard Business Review
MARCH 22, 2017
What makes marketing creative? Is a creative marketer more artist or entrepreneur? Historically, the term “marketing creative” has been associated with the words and pictures that go into ad campaigns. But marketing, like other corporate functions, has become more complex and rigorous.
Harvard Business Review
OCTOBER 19, 2012
As a consumer marketer, you're much better off thinking of India as a continent, much like Europe. We commonly see European and American companies assign an India market entry initiative to their Hong Kong, Shanghai or Beijing office. To summarize: Success in India comes through market segmentation.
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