The reality of segmentation

I’ve worked with segmentation a long time. Being amongst a small team of people who brought to Australia the original Yankelovich attitudinal segmentation model that was developed in the 1970s and having worked with varying segmentation models all that time, I know there are a multitude of lessons you learn on the application of theory to practice. While we all applaud the challenge to the status quo and the advances made through the development of fresh thinking, there are simply some theorie

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