HAMILTON E-NEWSLETTER
March, 2001

Ignoring Segmentation Can Be Hazardous To A New Technology's Health.
In the new technology sector, there is a tendency to be product focused and to rely on technological differentiation for market success. Hamilton presents an argument for the importance of customer segmentation as the foundation for adopting a market-focused mentality.

Whose Brand Gets Straight A's?
Kevin Keller, Dartmouth Tuck School professor and Hamilton faculty ally, lays out a framework for evaluating the power and value of a brand, both on its own and in comparison to those of competitors.

Variable Pricing Can Capture Hidden Value--But Think Carefully Before You Implement It.
This article from the Knowledge@Wharton site argues that variable pricing is a valuable tool in the marketing toolbox, but only in specific situations. Misapplication of the approach contributed to the failure of Priceline.com in trying to expand beyond airline tickets.

Please View The List Of Some Of Our Favorite Business Books.
As a service to our clients, we have posted reviews of a number of leading marketing books, organized by subject area, on our Web site.

CLICK ON THE HEADLINES to view the full text of Hamilton's article or the summary of the article above.

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