Oxford University Press - Online Resource Centres

Baines, Fill, & Rosengren: Marketing 4e

Chapter 6: Library of video links

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: noelcapon
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: cirillino69
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