How to do it, how to profit from itBy
- Malcolm McDonald, Until recently, Professor of Marketing and Deputy Director of Cranfield School of Management and formerly Marketing Director of Canada Dry, UK
- Ian Dunbar, Has worked with numerous companies around the world in segmentation workshops and research projects. He has held senior marketing positions in companies from both the service and manufacturing sectors and obtained his MBA from Cranfield University School of Management in the UK
* McDonald and Dunbar are the leading author team in this area* Segmentation and marketing mapping are core areas of the marketing syllabus, and there is much that is new as a result of the new segmentation possibilities from e-marketing and e-business* The book has a textbook feel, which highlights the diagrams and market maps (key elements of the book)This is a key book, in a vital area. The Butterworth-Heinemann edition of what was previously published by MacMillian, is a thoroughly revised and updated version.
Undergraduate and postgraduate marketing students, and marketing professionals.
Paperback, 512 Pages
Published: September 2004
Imprint: Butterworth Heinemann
- Foreword Preface and acknowledgements An important note to the reader from the authors 1 The state of marketing 2 The central role of market segmentation in profitable growth 3 Preparing for segmentation avoiding the big mistakes 4 Determining the scope of a segmentation project 5 Portraying how a market works and identifying decision-makers 6 Developing a representative sample of different decision-makers 7 Accounting for the behaviour of decision-makers 8 Forming market segments out of like-minded decision-makers 9 Determining the attractiveness of market segments 10 Assessing company competitiveness and the portfolio matrix 11 Realizing the full potential of market mapping 12 Predicting market transformation 13 Setting marketing objectives and strategies for identified segments 14 Organisational issues in market segmentation 15 Using segmentation to improve performance a case study