Although marketers in service industries face similar challenges to those in manufacturing, their approach to tackling these challenges can often be very different. A major US health insurance company has successfully applied conventional market segmentation techniques to better understand its...

Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the...