Market Segmentation
How to do it, how to profit from it
Published on 18. September 2004
Book
Paperback/Softback
492 pages
978-0-7506-5981-9 (ISBN)
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.
More details
Language
English
Place of publication
Oxford
United Kingdom
Publishing group
Elsevier Science & Technology
Target group
College/higher education
Professional and scholarly
Undergraduate and postgraduate marketing students, and marketing professionals.
Illustrations
Approx. 150 illustrations
Dimensions
Height: 246 mm
Width: 189 mm
Weight
940 gr
ISBN-13
978-0-7506-5981-9 (9780750659819)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
E-Book
09/2004
Butterworth-Heinemann
€40.95
Available for download
Persons
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.
Content
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