This series of articles examines core marketing processes, identifies how technology reinvents those processes and presents implications for marketing's future. The first article in this three-part series (which appeared here July 9) examined the marketing planning process and suggested that annual changes in customer behavior and/or competitive activity are forcing a move from static planning toward iterative planning. This article examines the next process that typically occurs in marketing the targeting of customer segments.
By customer targeting, I mean:
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