Methods and procedures for customer segmentation have been thoroughly discussed in literature. But how can you make sure that it is also implemented successfully by the company? How do you ensure that it is accepted by employees? And how does customer segmentation turn from theory into an applicable marketing tool? 

Dr. Ludger Rolfes – our expert and your contact person in this matter – recommends the following article from planung & analyse. Based on an international project, the article illustrates which method are available to effectively achieve the internal acceptance that is necessary for a successful segment implementation.