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| MARKET SEGMENTATION
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 How to do it, how to profit from it
To order this title, and for more information, click here
By
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
Description
* 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.
Audience
Undergraduate and postgraduate marketing students, and marketing professionals.
Contents
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
| Bibliographic details |
Paperback, 512 pages, publication date: SEP-2004
ISBN-13: 978-0-7506-5981-9
ISBN-10: 0-7506-5981-5
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
EUR 42.95
USD 48.95
GBP 29.99
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Books and book related electronic products are priced in US dollars (USD), euro (EUR), and Great Britain Pounds (GBP). USD prices apply to the Americas and Asia Pacific. EUR prices apply in Europe and the Middle East. GBP prices apply to the UK and all other countries.
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076/734
Last update: 27 Sep 2008
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