Drew Boyd – Marketing Foundations: Customer Segmentation

Drew Boyd – Marketing Foundations: Customer Segmentation

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Learn how to group your customers into market segments to better understand what they really want. In this course, chief marketing officer Doug Ladd explains the basics of customer segmentation…

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Description

Marketing Foundations: Customer Segmentation

By: Drew Boyd.

Description:

Group your customers into market segments to better understand what they want. Doug Ladd is the chief marketing officer. He describes how to segment based on geography, culture, behavior, and psychographics. He shows where to look for this information, how to analyze it, and how to develop a model customer persona that can help in product development, service level planning, and more.

Topics include:

  • Segmenting by location
  • Segmenting by demographics
  • Segmenting by usage or other behavior
  • Why segmenting is important
  • Creating and using customer personas

Author:

Drew Boyd. is a leader in creativity and innovation.

Drew is a co-author. The box is inside. . He is an associate professor of marketing and innovation at the University of Cincinnati. After a successful business career, Drew entered the world of academia. He spent 17 years with Johnson & Johnson. Drew worked for United Airlines in sales, marketing, and strategic planning. He was one of the early pioneers of strategic partnerships between airline carriers.

Drew combines the theory taught in a traditional classroom setting with more than three decades of experience to provide a real-world marketing and innovation experience. Drew has been a guest lecturer at Columbia University, Yale University, the Wharton School of the University of Pennsylvania, and the University of Michigan. Drew graduated from the United States Air Force Academy with a degree in management science and operations research. He earned an masters degree in business administration from the University of Chicago. He lives in Cincinnati with his wife and son.

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