Report says big business ignores small-business segmentation

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Toronto--A new market research report released Thursday by Warrillow & Co. says that big businesses are failing in their segmentation efforts when it comes to marketing to small businesses. The report, titled “A Segmentation Handbook for Small Business Marketers,” noted segmentation is a well-established tool in the business-to-consumer space but is generally not applied to the small-business market. Effective segmentation is based on businesses having a firm grasp of what small businesses are doing, how they function and what their core characteristics are. Warrillow & Co. is a marketing strategy and research company that works with Fortune 500 companies targeting small businesses.
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