MANY FIRMS TRY to segment their markets by age, or income, or attitudes. Yet the most telling thing about someone is none of these—it is where they live. Where we choose to live says more about us than anything else, simply because we choose to live in places that we personally find conducive. People who like the countryside live in the country, people who like plenty of nightlife live downtown, people who like family life live in the suburbs, and so forth.
This is why people often develop fierce loyalty to their region, and even their neighborhood. For the astute public relations practitioner, this represents ...
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