July 2009 Monthly Meeting
B2B Market Segmentation – From Firmographics to Psychographics
Guest Speaker:
ART WEINSTEIN, PhD
Professor and Chair of Marketing,
H. Wayne Huizenga School of Business
Nova Southeastern University
It’s a familiar challenge for marketing professionals - how to work smart market segmentation practices into products and strategic marketing decisions.
Art Weinstein has literally written the book on B2B segmentation – his Handbook of Market Segmentation: Strategic Targeting for Business and Technology Firms is now in its third edition.
At this NorCal BMA July Networking Luncheon presentation, Art will briefly review all major market segmentation dimensions that include Geographics, Firmographics, Product Usage, Benefit Segmentation, Purchasing Behavior, and Organizational Psychographics and then translate complex market segmentation theory into easily understood concepts that can be put into effective and profitable practice. He’ll also present recent market segmentation developments that are the subject of his 2009 article in the Journal of Marketing Management: Business Psychographics Revisited.
Event Sponsor:
Date/Time:
Wednesday, July 22nd
11:30 a.m. to 1:00 p.m.
Location:
David's Banquet Facility
5131 Stars and Stripes Dr.,
Santa Clara, CA 95054
(408) 986-1666
Map/Directions
For reservations, please call 650-631-4BMA (4262)
REGISTER ONLINE: 
About Our Speaker:
ART WEINSTEIN, PhD, is Professor and Chair of Marketing at H. Wayne Huizenga School of Business and Entrepreneurship at Nova Southeastern University, Fort Lauderdale, Florida. He teaches graduate and undergraduate courses in Entrepreneurial Marketing, Market Segmentation, Marketing Strategy, Marketing Management, Buyer Behavior, and Customer Value. He has provided segmentation consulting to Bayer Diagnostics, Bristol-Myers Squibb, California Newspaper Publishers Association, Citrix Systems, Cordis Corporation, Intel, Motorola, and Novartis Generics. Art Weinstein is the author of Handbook of Market Segmentation (Haworth Press) and Superior Customer Value in the New Economy, (CRC Press) and more than 70 scholarly articles and papers on market segmentation and marketing strategy.