Drew Boyd – Marketing Foundations: Customer Segmentation

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Summary

• Marketing Foundations: Customer SegmentationBy: Drew BoydDescription: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.

• He describes segmentation based on geography, demographics, culture, behavior, and psychographics.

• He also shows where to look for this information, how to analyze it, and how to develop model customer personas that can help in product development, service level planning, and more.Topics include:Segmenting by locationSegmenting by demographicsSegmenting by usage or other behaviorWhy segmenting is importantCreating and using customer personasAuthor:Drew Boyd is a global leader in creativity and innovation.Drew is the coauthor of Inside the Box.

• He also serves as the executive director of the Master of Science in Marketing program and associate professor of marketing and innovation at the University of Cincinnati.Drew entered the world of academia after a highly successful business career.