One of the golden rules of marketing has always been "know your customer." Historically, this required deep knowledge about a market segment. You know the drill. It included understanding the unmet needs and wants of a particular target market including: demographics; attitudes; consumption patterns; media habits; lifestyle; and other dimensions that enabled you to define a homogenous group. And then you tailored the 4-P's of marketing (product, price, place and promotion) based on your knowledge about this market segment.
This approach to "target marketing" worked pretty well for decades. It enabled marketers to develop products, value propositions, advertising creative, and media buys that were well targeted to a particular market. But, in today's world of Customer Experience Management (CEM), how does this approach stack up?
CEM: Beyond the 4-P's and CRM
Most marketers acknowledge that today's big challenge is managing the customer's experience across...

