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On Message by Theo Theobald

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Chapter Ten

Developing relevance via marketing and sales

Segmentation is an age-old marketing tool which has stood us in good stead for many years of commerce. It is a sound basic principle which helps us understand why certain people buy certain things, and if we apply the theory that ‘clusters’ of like-minded individuals will share the same tastes, we are better able from the supply side to understand their needs.

This chapter consolidates what we have learned about the constructs of good segmentation and applies that knowledge in a way which will bring real relevance to your offering and a much deeper understanding of the elements which need to be part of the sales message. Applying some classical marketing theory to the topic of messaging ...

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