Branding, Positioning and Segmentation
Segmenting the Market
Video lectureMembers only — sign-in coming soon
Audio version — members only
The full video lecture and audio version for this course are available to logged-in members. Member sign-in is coming soon.
This lecture focuses on how companies use segmentation to grow revenues, to reduce costs, to add value to their products and not as a tool to compete. It then explains in detail the basis for segmentation and the three methodologies for segmenting the market namely demographics, psychographics, and buyographics.
SLAThis course was originally part of the Sheth Leadership Academy video library — now preserved and made freely available here.
