We all say we’re customer-centric, but we often forget what it means when the commercial pressure is on. Staying true to your marketing credentials is the best way to succeed when there’s pressure for results, with a dose of good old segmentation and targeting.
 
We’ve all fallen into the trap – we rush out of the trading meeting with a sense of purpose and urgency because we have bed nights/cabins/seats to shift or visitors to increase and start implementing a whole raft of activity without giving a single thought to what sorts of …