Market Segmentation Success
Making It Happen!
Published on 3. March 2008
204 pages
978-1-136-77246-7 (ISBN)
Description
Market segmentation is a main aspect of an effective business strategy, but implementation is often difficult and ultimately unsuccessful. Market Segmentation Success: Making It Happen! offers a solid review of the concepts of market segmentation and target market selection, as well as clearly explaining how to create market segments, how to select
More details
Language
English
Place of publication
London
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
College/higher education
File size
5,86 MB
ISBN-13
978-1-136-77246-7 (9781136772467)
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
Book
03/2008
1st Edition
Routledge
€251.70
Shipment within 10-20 days
Book
03/2008
1st Edition
Routledge
€102.50
Shipment within 10-20 days
Persons
Sally Dibb, PhD, is Professor of Marketing at the innovative Open University Business School in the United Kingdom.Lyndon Simkin, PhD, is a Reader in Strategic Marketing at the University of Warwick, one of the United Kingdom's leading business schools. Their research focuses on market segmentation, targeting strategies, marketing planning, business planning, strategy implementation, and marketing modeling. They have published widely in the academic journals in the United Kingdom and the United States. They are co-authors of Marketing: Concepts and Strategies , and authors of The Market Segmentation Workbook and The Marketing Planning Workbook. Dr. Dibb and Dr. Simkin are married and live in Kenilworth, Warwickshire in the United Kingdom, and have six children.
Content
Preface. Acknowledgments. Chapter 1. An Overview of Segmentation, Targeting, and Positioning. Chapter 2. Understanding and Overcoming Market Segmentation Barriers. Chapter 3. Understanding Consumers or Business Customers. Chapter 4. Contrasting Approaches to Conducting Market Segmentation. Chapter 5. Determining Segment Targets. Chapter 6. Identifying, Diagnosing, and Treating Segmentation Blockers. Chapter 7. Essential Lessons and the Thirty Rules for Segmentation Success. References. Index.
