Market Segmentation

How to Do it How to Profit from it

Häftad, Engelska, 1998

AvMalcolm McDonald,Bedford) McDonald, Malcolm (Cranfield University,M. Mcdonald,Ian Dunbar

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This is a major revision of the highly successful first edition of Market Segmentation. In today's marketplace, effectively segmenting the market in order to target profitable customers is key to many companies' own profitability and growth. First published in 1995, this book was the first of its kind to help practitioners tackle this issue head on, providing step-by-step guidance through the difficult terrain of market segmentation. Since its publication the authors have further extended their experience, working with numerous international companies successfully segmenting their markets, experience which is reflected in this edition.Market Segmentation, 2nd edition is written in an even more accessible style and incorporates valuable lessons learnt from working with a wide range of companies in a variety of markets over many years. Containing a new worked case study, this book provides practical guidance to the subject and is a must-read for all business professionals.

Produktinformation

Utgivningsdatum1998-05-29
Mått156 x 234 x 24 mm
Vikt660 g
FormatHäftad
SpråkEngelska
Antal sidor376
Upplaga2
FörlagBloomsbury Publishing PLC
ISBN9780333733691

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Försäljning och marknadsföring inom Ekonomi och Ledarskap

MALCOLM MCDONALD is Professor of Marketing Strategy, Chairman of the Cranfield Marketing Planning Centre and Director of the Institute for Advanced Research in Marketing at the Cranfield University School of Management. He has extensive industrial experience and has run many workshops on marketing planning in the UK and elsewhere. He is the author of more than twenty books, including Marketing: An Introductory Text (with Martin Christopher) and is the editor of the Journal of International Marketing and the Journal of Marketing Practice.IAN DUNBAR has held senior marketing positions in companies from both the service and manufacturing sectors, and has worked with Malcolm McDonald on a range of marketing initiatives within these companies. He runs seminars and workshops on segmentation for a variety of businesses and is also the Managing Director of TSD Sigma Ltd, a marketing services company based in Brighton.

Preparing for SegmentationPART 1: THE SEGMENTATION PROCESSMarket Mapping (Step 1)Who Buys (Step 2)What, Where, When and How (Step 3)Who Buys What, Where, When and How (Step 4)Why is it Bought (Step 5)Forming Segments (Step 6)Segment Checklist (Step 7)Segment AttractivenessCompany Competitiveness and the Portfolio MatrixSetting Market Objectives and Strategies for Identified SegmentsPART II: SEGMENTATION AND ORGANISATIONSOrganisational Issues in Market SegmentationPART III: THE EPILOGUEThe Contribution of Segmentation to Business Planning; A Case StudyAppendix: Customer Classification Systems.