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Segmentation was not invented in the 20th century

Segmentation, a famous marketing concept, was not invented in the 20th century. It’s much older than that.

That’s what I learned when I visited the Vatican city in December. As you probably know the Catholic Church is one of the oldest company in activity (some 2000 years of existence already) and if you visit the Vatican city you’ll notice they know what business is about.

You’ll find booths selling all kinds of souvenirs in the Vatican museum for instance. The funny detail I noticed was about the medals that were on display. Each medals was dedicated to a Saint, and each Saint was dedicated a socio professional category and/or to a precise “customer need”.

My take:

I love the Saint-Clare medal: “Network and mass media”. This proves that Saints know how to stick to their time and cope with modernity.

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Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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