Case Study: Segmentation

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What is this lesson is about?

Can market segments really help small businesses compete against huge enterprises?

That’s the question Nigel, owner of a chain of paint shops in England was facing. The once successful family business was being undercut by huge warehouses and it looked like Nigel’s days in the industry were over. That is, until he turned to Marcel for some marketing advice...

Join us as Dr. Marcel Cohen tells us of a real life David and Goliath case he worked and find out what a big difference market segments can make!

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This lesson is part of the Mastering Marketing course.

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