Les is more: STP strategy at full throttle
A handcrafted steering wheel can offer function, heritage and identity. Les Leston makes an evocative case for a tightly focused market position.
Segmentation, targeting and positioning
Making deliberate choices about whom to serve and how to be understood.
A Budget Airline Needs More Than a Cheap Seat
Segmentation becomes useful when it changes the offer, the message and the journey.