MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry. A segmentation practitioner with extensive experience in segmenting markets for a wide range of business sectors. Since establishing the Market Segmentation Company with Malcolm McDonald in 1995, Ian 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.

• ForewordPreface and acknowledgements An important note to the reader from the authors1 The state of marketing2 The central role of market segmentation in profitable growth3 Preparing for segmentation – avoiding the big mistakes4 Determining the scope of a segmentation project5 Portraying how a market works and identifying decision-makers6 Developing a representative sample of different decision-makers7 Accounting for the behaviour of decision-makers8 Forming market segments out of like-minded decision-makers9 Determining the attractiveness of market segments10 Assessing company competitiveness and the portfolio matrix11 Realizing the full potential of market mapping12 Predicting market transformation13 Setting marketing objectives and strategies for identified segments14 Organisational issues in market segmentation15 Using segmentation to improve performance – a case study

MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry. A segmentation practitioner with extensive experience in segmenting markets for a wide range of business sectors. Since establishing the Market Segmentation Company with Malcolm McDonald in 1995, Ian 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.

• ForewordPreface and acknowledgements An important note to the reader from the authors1 The state of marketing2 The central role of market segmentation in profitable growth3 Preparing for segmentation – avoiding the big mistakes4 Determining the scope of a segmentation project5 Portraying how a market works and identifying decision-makers6 Developing a representative sample of different decision-makers7 Accounting for the behaviour of decision-makers8 Forming market segments out of like-minded decision-makers9 Determining the attractiveness of market segments10 Assessing company competitiveness and the portfolio matrix11 Realizing the full potential of market mapping12 Predicting market transformation13 Setting marketing objectives and strategies for identified segments14 Organisational issues in market segmentation15 Using segmentation to improve performance – a case study

MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry. A segmentation practitioner with extensive experience in segmenting markets for a wide range of business sectors. Since establishing the Market Segmentation Company with Malcolm McDonald in 1995, Ian 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.

• ForewordPreface and acknowledgements An important note to the reader from the authors1 The state of marketing2 The central role of market segmentation in profitable growth3 Preparing for segmentation – avoiding the big mistakes4 Determining the scope of a segmentation project5 Portraying how a market works and identifying decision-makers6 Developing a representative sample of different decision-makers7 Accounting for the behaviour of decision-makers8 Forming market segments out of like-minded decision-makers9 Determining the attractiveness of market segments10 Assessing company competitiveness and the portfolio matrix11 Realizing the full potential of market mapping12 Predicting market transformation13 Setting marketing objectives and strategies for identified segments14 Organisational issues in market segmentation15 Using segmentation to improve performance – a case study