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About John Story
I was born in 1957 in Houston, Texas. I had a long career in the oilfields of South Texas, before going back to earn a business degree from Texas A&M University. Though I started as Class of '80, I finished as Class of '91. One of my favorite T-shirts says, "College, the 12 best years of my life!" and I mean it. Once I started back, I found it difficult to stop, earning an MS from A&M and a Ph. D. from the University of Colorado. I have served on the faculty of UTSA, Idaho State University, and the University of St. Thomas, in Houston. I have worked with a variety of marketing research firms to measure, analyze, and develop customer/brand relationships. I founded Storyed Solutions to provide marketing and management research solutions to industry and higher education. I have been married for over 30 years, to the same wife, and have three lovely daughters.
My Business Short Books compile material that I have used to supplement my teaching and give students a deeper understanding of specific strategic topics. They include insights, examples, and equations (when appropriate). They are not designed to replace textbooks, but convey a level of understanding not typically available from the typical textbook chapter.
I learned to surf, at 49, when we decided to move back to Texas, from Idaho. It was one of the best decisions I ever made. In Old Guy Surfing I share my learning experiences, along with strategies and techniques to keep old guys surfing into old age.
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As a business owner, I understand the challenges of segmenting markets effectively. You can see my segmentation plan in action on my webpage at StoryedSolutions.com. As a professor, teaching MBA students for nearly 20 years, I have seen students struggle with really understanding the process and how it creates value. In Power of Segmentation I have put together examples and tools that my MBA students have found most effective. I have limited the discussion to approximately a textbook chapter in length. It includes a short discussion of how to segment, but really focuses on how great segmentation creates value for customers and brands.
Who should read this book? Anyone who wants to understand the process of segmenting a market and how this can create value for brands and customers; business students, business owners, managers, or even consumers who want to understand how brands are targeting them. If you own, or manage, a business, this short book will give you a template for evaluating your current segmentation plan. If you are a student, this book will expand upon your textbook and improve your understanding of segmentation. We are all consumers, and if you are curious about how companies target you, this book explains that.
Whether you are a student, or a practitioner, of marketing, this book will change how you think about price elasticity of demand as a strategic tool.
I have been teaching marketing math for almost 20 years, to both undergraduate and graduate students. The proven methods in this book have helped thousands of students master the basic math of marketing.
This book takes you through the concepts, using concrete examples and illustrations, then explores their roles in strategy. Based on nearly 20 years of teaching these concepts to MBA and undergraduate students, this book provides information you need, using the tools that have proven most conducive to learning and understanding. It will take you beyond simple understanding to strategic applications.
This book is for anyone who wants to learn to surf, or to understand more of the dynamics of how it all works.
Learn how I began to surf at 49 and how you can enjoy surfing into old age. Old Guy Surfing gives you strategies and techniques for surfing, even if you can't paddle out to the lineup and fight your way into the break. If you've ever wanted to surf, but haven't tried it, you owe it to yourself to read this book and give it a shot. If you surfed when you were younger, but gave it up, this book may be what it takes to get you back on a wave.
For Millennials, reaching their full potential in a business environment created by former generations can be frustrating.
For marketers, Millennials can prove elusive, as strategies that have worked for years fail to satisfy them.
The Millennial Guide is based on years of research and feedback from both Millennials and Managers. It explains why generational differences exist and provides practical strategies for reducing generational conflict, both in the workplace and the market.
Successfully integrating different generational cohorts requires understanding, adaptation, and accommodation. The Millennial Guide provides the knowledge to accomplish this.