July 2015
Intermediate to advanced
160 pages
2h 52m
English
Content preview from The Brand Flip: Why customers now run companies and how to profit from it
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CUSTOMER SEGMENTS ↬ CUSTOMER TRIBES
Segmentation is a handy strategy for targeting customers in an existing market. You identify a large market, then cut it up into smaller slices according to categories such as geography (regions, countries, cities), demographics (age, gender, occupation, education, income), psycho-graphics (activities, interests, opinions), behavior (product usage, familiarity, loyalty), or benefit preference (one segment per preference). Then you target each chunk with a different offering. Divide and conquer.
But how do you segment a market that doesn’t exist yet? Or a quickly changing market where customers are moving targets? Or a market in which every customer wants to be his or her own segment? You have to flip your ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.