Market Segmentation

Malcolm McDonald was recently cited as one of the topmarketing gurus in the world, along with Philip Kotler and MichaelPorter and, in a 2006 Times HE piece, he was named as one of thetop ten consultants in the UK. He is now Emeritus Professorat Cranfield University School of Management where, until recently,he was Professor of Marketing and Deputy Director. FormerlyMarketing Director of Canada Dry, he is Chairman of six companiesand works with many of the operating boards of the world'sbiggest multinationals on every continent. He is the author of over40 books, many of which have been translated into several foreignlanguages and has published hundreds of articles andpapers. Although retiring from his teaching role, Malcolm continues toresearch and teach at Cranfield and other universities around theworld and to promote himself via speaking engagements, visitinglectures, and consultancy. Ian Dunbar is a segmentation practitioner with extensive,hands on experience in segmenting markets for a wide range ofbusiness sectors. Since establishing the Market SegmentationCompany with Malcolm McDonald in 1995, Ian has worked with numerouscompanies around the world ensuring their segmentation projectsdeliver the insights required for successful marketing strategies.He has held senior marketing positions in companies from both theservice and manufacturing sectors and obtained his MBA fromCranfield University School of Management in the UK.