Market Segmentation

How to do it, how to profit from it

By: Ian Dunbar, Malcolm McDonald

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Paperback | 18 September 2004 | Edition Number 3

At a Glance

Paperback
492 Pages

Edition Type
New edition

Dimensions(cm)
24.13 x 18.42 x 2.54

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7 7/16 X 9 11/16 in Foreword
Preface and acknowledgements
An imp ortant note to the reader from the authors
1 The state of marketing
2 The central role of market segmentation in pro fitable growth
3 Preparing for segmentation Ì avoiding the big mistakes
4 Determining the scope of a segmentation pr oject
5 Portraying how a market works and identifying deci sion-makers
6 Developing a representative sample of differ ent decision-makers
7 Accounting for the behaviour of deci sion-makers
8 Forming market segments out of like-minded d ecision-makers
9 Determining the attractiveness of market segments
10 Assessing company competitiveness and the port folio matrix
11 Realizing the full potential of market map ping
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 Ì a case study

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Non-Fiction Business & Management Sales & Marketing Accounting & Finance Finance Management & Management Techniques

Foreword
Preface and acknowledgements
An important note to the reader from the authors
The state of marketing
The central role of market segmentation in profitable growth
Preparing for segmentation avoiding the big mistakes
Determining the scope of a segmentation project
Portraying how a market works and identifying decision-makers
Developing a representative sample of different decision-makers
Accounting for the behaviour of decision-makers
Forming market segments out of like-minded decision-makers
Determining the attractiveness of market segments
Assessing company competitiveness and the portfolio matrix
Realizing the full potential of market mapping
Predicting market transformation
Setting marketing objectives and strategies for identified segments
Organisational issues in market segmentation
Using segmentation to improve performance a case study
Table of Contents provided by Publisher. All Rights Reserved.

Market Segmentation

How to do it, how to profit from it

At a Glance

Paperback

Shipping

How to return your order

Defective items

You Can Find This Book In

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