E-Book, Englisch, 512 Seiten, Web PDF
McDonald / Dunbar Market Segmentation
1. Auflage 2004
ISBN: 978-0-08-047919-4
Verlag: Elsevier Science & Techn.
Format: PDF
Kopierschutz: 1 - PDF Watermark
How to do it, how to profit from it
E-Book, Englisch, 512 Seiten, Web PDF
ISBN: 978-0-08-047919-4
Verlag: Elsevier Science & Techn.
Format: PDF
Kopierschutz: 1 - PDF Watermark
* 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.
* Highly developed and well illustrated treatment of a key marketing technique
* Usable by students and executives, for whom the practical, step-by-step approach is designed
* Leading author team in the field
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.
Zielgruppe
Academic/professional/technical: Research and professional
