This is the Black and White Edition. The Power of Segmentation is a concise discussion, about the length of a textbook chapter. It was written to help you understand the process of segmenting markets and how that creates value. Effective segmentation may be the most powerful tool a brand has, when it comes to creating value. Without a segmentation plan, you can’t design the right products, price your offerings effectively, select the right channel of distribution, or design effective messaging. It’s like marketing with your eyes closed. As a business owner, I understand the challenges of segmenting markets effectively. You can see my segmentation plan in action on my webpage at StoryedSolutions.com. As a professor, teaching MBA students for nearly 20 years, I have seen students struggle with really understanding the process and how it creates value. In Power of Segmentation I have put together examples and tools that my MBA students have found most effective. I have limited the discussion to approximately a textbook chapter in length. It includes a short discussion of how to segment, but really focuses on how great segmentation creates value for customers and brands. Who should read this book? Anyone who wants to understand the process of segmenting a market and how this can create value for brands and customers; business students, business owners, managers, or even consumers who want to understand how brands are targeting them. If you own, or manage, a business, this short book will give you a template for evaluating your current segmentation plan. If you are a student, this book will expand upon your textbook and improve your understanding of segmentation. We are all consumers, and if you are curious about how companies target you, this book explains that.
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I was born in 1957 in Houston, Texas. I had a long career in the oilfields of South Texas, before going back to earn a business degree from Texas A&M University. Though I started as Class of '80, I finished as Class of '91. One of my favorite T-shirts says, "College, the 12 best years of my life!" and I mean it. Once I started back, I found it difficult to stop, earning an MS from A&M and a Ph. D. from the University of Colorado. I have served on the faculty of UTSA, Idaho State University, and the University of St. Thomas, in Houston. I have worked with a variety of marketing research firms to measure, analyze, and develop customer/brand relationships. I founded Storyed Solutions to provide marketing and management research solutions to industry and higher education. I have been married for over 30 years, to the same wife, and have three lovely daughters. I enjoy teaching and working with businesses to find creative solutions to help them thrive.
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