ABSTRACT
The next important question to answer is "How do we communi cate with our market?"--how to communicate with the segments we have created. It makes little or no sense to segment a market by demographics, geographics, psycho graphics, or tea leaves and then to communicate with the segments as if they were all alike. There fore, a good communications strategy needs to segment the commu nications in a way that the appropriate message for each segment is communicated to that segment appropriately, with as little " spil lover" to another segment as possible.
