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Asked by Marketing: “Who Else Should We Target?”

Asked by Marketing: “Who Else Should We Target?”

Marketing suffers when it seeks to appeal to everyone, brands thrive when they appeal to more than customers. One of our favorite cartoonists, Tom Fishbourne, takes a poke at eager marketers who dilute their efforts by vainly attempting to appeal to everyone. Of course, most marketing is an outbound effort, designed to maximize sales at the lowest possible cost. It is a complex and dynamic game, and it’s little wonder some marketers “go big and wide” in their view of the market. Sharp focus has multiple rewards At the same time, highly focused marketing efforts often prove...
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