Fundamentals of Marketing Lecturer Resources is no longer available and it was replaced by Fundamentals of Marketing 2e.
Chapter 5 Library of video links
Chapter 5 Library of video links
A bank of links to marketing videos designed to demonstrate key principles and themes in practice.
Resource Title: Market Segmentation and Targeting
Brand and/or Topic: Segmentation, Best Buy
Resource Description: Dr. Noel Capon from Columbia Business School talks with Ron Boire, former Executive Vice president at Best Buy about Customer Segmentation.
Channel: Noel Capon
Link (URL): http://www.youtube.com/watch?v=4aICIVOl3JU
Resource Title: Market Segmentation
Brand and/or Topic: Segmentation, Market Mapping
Resource Description: Prof. Malcolm Mac Donald live talking about Market Segmentation. Learn from top marketing consultant and MBA professor the importance of market segmentation and why so many companies are failing to do this process correctly.
Channel: Education
Link (URL): http://www.youtube.com/watch?v=nrQSjOiJBVo
Resource Title: Disruptive Innovation
Brand and/or Topic: Innovation, Segmentation
Resource Description: Companies can use Clayton’s Christensen’s concept of disruptive innovation to help win business in new customer segments. This video explains how.
Channel: mondaydots
Link (URL): https://www.youtube.com/watch?v=DaKgMcFP4Mo
Resource Title: Demandware Case Example: Market Segmentation
Brand and/or Topic: Innovation, Segmentation
Resource Description: Demandware's Senior Vice President of Marketing, Jamus Driscoll, explains how the company focused in on specific areas when launching their company.
Channel: Michael J Skok
Link (URL): https://www.youtube.com/watch?v=dZJGNyAwWxE