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Marketing strategy

Why top marketers turned their backs on segmentation

Segmentation is supposed to be a core building block of marketing, an idea pushed relentlessly by Philip Kotler, the economist who wrote the seminal marketing textbook. It even makes the very first, 1967 edition of his Marketing Management tome, when the fully formed theory of Segmentation, Targeting and Positioning was still to be invented. By […]

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Marketing strategy

Thomas Cook shows the perils of ‘getting’ digital but not transforming

In the 1980s and 90s, Thomas Cook was an obvious place to go for traveling abroad. Its stores were commonplace on high streets in the UK and it had a long-standing, good reputation. The company was said to be the first British travel agent to launch a website, in 1995, and launched online booking in […]

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Marketing strategy

How direct marketing works

What direct marketing means Direct marketing is any marketing where you have a list of contacts and write directly to them. Traditionally, it tended to refer to direct mail – that is to say letters send through the post to a database. It began with the adoption of mainframe computers after the Second World War and […]