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:: 09 the future of Media & Entertainment
Beyond Consumer Segmentation: New Technologies, New Market Lenses
09 the future of Media & Entertainment 9/27/2003 1:21:03 PM

July 2003

Today's world of increasing market fragmentation calls into question the effectiveness of the segmentation methods companies use to understand their markets and address consumer needs. In this report, we forecast that in order to be successful in the next decade, companies need to move beyond traditional market segmentation methods and develop a dynamic portfolio of approaches that respond to the diversity, dynamism, and rapid change of the consumer market. This report is accompanied by an interactive, CD-ROM Toolkit for building consumer understanding in a world of market fragmentation.

The report is available at the Institute for the Future:

Visit also the conference about 'the future of the Media & Entertainment Industry' and the sections with books, articles and links.

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