Henry Hoenig has three decades of journalism experience as a news and economics editor in the U.S. and Asia, handling coverage of global commodity markets and Asian equity markets. He previously ...

From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly—yet often overlooked. So, over the course of my biweekly ...

When it comes to market segmentation, I don’t see truly well-documented cases often. At a more simplistic level, we think of classic matrices such as BCG or McKinsey’s. But the real exercise of ...

Strategic marketing is a long-range system for choosing markets, shaping demand, and linking choices to business goals and sustainable growth. The discipline sets priorities for product or service ...

Most brand segmentations get quietly abandoned by the marketing teams they were built for. Not because the maths is wrong — it usually isn’t. They get abandoned because they were built to describe ...