Chapter 6 Library of Video Links

Marketing Segmentation and Positioning

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

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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: cirillino69

Link (URL):


Resource Title: Disruptive Innovation

Brand and/or Topic: Innovation, Segmentation

Resource Description: For the last few years I have been fascinated with Clayton Christensen's theory of disruptive innovation and its application to business, politics, education, and insurgency models. What I find most interesting is that his theory, featured in both "The Innovators Dilemma" and "The Innovators Solution" provides a prescription for a small entrant with less resources to compete with and beat a large incumbent.

Channel: jmonday1350

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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
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