John Story

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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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$7.47

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Author Updates

Titles By John Story

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The Power of Segmentation: How segmentation creates value Dec 2, 2015

by John Story

( 3 )

$6.95

The Power of Segmentation was written to help you understand the process of segmenting markets and how that creates value. Effective segmentation may be the most powerful tool a brand has, when it comes to creating value. Without a segmentation plan, you can’t design the right products, price your offerings effectively, select the right channel of distribution, or design effective messaging. It’s like marketing with your eyes closed.
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.

Other Formats: Paperback

This title and over 1 million more available with Kindle Unlimited.

Price Elasticity of Demand and Marketing: Mastering elasticity to market strategically Jan 5, 2016

by John Story

( 4 )

$6.95

Strategic pricing requires an understanding of demand elasticity and how it impacts profitability. Price Elasticity of Demand and Marketing goes beyond the typical introduction to elasticity and explores strategic applications, supported by concrete examples. This book is enlightened by nearly 20 years of teaching marketing strategy to MBA students. It includes the concepts they have found most enlightening, presented in the manner they have found most helpful.

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.

Other Formats: Paperback

This title and over 1 million more available with Kindle Unlimited.

Marketing Math Made Really Easy: A simple approach to the math that makes marketing work Feb 21, 2016

by John Story

( 4 )

$6.95

Great marketing requires math, yet many students of marketing avoid the mathematics of marketing at all costs. This is really a shame, because the marketing math is not difficult. Marketing Math Made Really Easy does just what it says. It introduces the reader to the basic calculations of marketing in a way that makes them easy to understand. It uses examples and illustrations to bring the equations to life and demonstrate their importance.

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.

Other Formats: Paperback

This title and over 1 million more available with Kindle Unlimited.

Learning Curves, Economies of Scale, and Strategic Marketing Feb 3, 2016

by John Story

( 1 )

$6.95

Learning curves and economies of scale are two of the most underappreciated concepts in strategic management. In some ways they’re a bit like the magic. They create profit where none existed and reduce costs without additional capital. Whether you are trying to use economies of scale and learning curves to build competitive advantage, or figure out exactly why your firm is at a disadvantage, it’s important to understand the basics of how these phenomena impact costs and competition.

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.

Other Formats: Paperback

This title and over 1 million more available with Kindle Unlimited.

Old Guy Surfing: It's never too late to try the greatest sport around Oct 27, 2015

by John Story

( 1 )

$5.95

I may have to get older, but I don't have to grow up. Surfing reminds me of that every time I paddle out.
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.

Other Formats: Paperback

This title and over 1 million more available with Kindle Unlimited.

The Millennial Guide for Marketers, Managers, and Millennials: Successfully selling to, managing, and being Millennials Jul 13, 2016

by John Story

$7.47

For managers, successfully integrating Millennials into their operation is an ongoing challenge. Millennial turnover is much higher than it was for previous generations at the same age.
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.

This title and over 1 million more available with Kindle Unlimited.

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