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Drucker on Leadership: New Lessons from the Father of Modern Management by William A. Cohen

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Chapter 21. Applying Segmentation to Leadership

Segmentation is a strategic concept in marketing. What does it do for a leader? You might think that the best strategy for any type of communication as a marketer (or a leader) is to appeal to everyone at once, which implies an identical message presented identically at the same time. That is, not to segment at all. The biggest advantage of mass marketing is the economies of scale that come from communicating with a potentially huge market in this way. If everyone in the United States is considered a candidate for a product, it's a market of several hundred million. Go worldwide, and you're talking several billion. Unfortunately, mass marketing is not actually a good idea in all situations, whether ...

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