The Power of Segmentation: How segmentation creates value

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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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