Market Segmentation

How to Do it How to Profit from it
2. Auflage 1998
ISBN: 978-0-333-73369-1
Verlag: Bloomsbury 3PL

Buch, Englisch, 376 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 611 g

This is a major revision of the highly successful first edition of Market Segmentation. In today's marketplace, effectively segmenting the market in order to target profitable customers is key to many companies' own profitability and growth. First published in 1995, this book was the first of its kind to help practitioners tackle this issue head on, providing step-by-step guidance through the difficult terrain of market segmentation. Since its publication the authors have further extended their experience, working with numerous international companies successfully segmenting their markets, experience which is reflected in this edition.

Market Segmentation, 2nd edition is written in an even more accessible style and incorporates valuable lessons learnt from working with a wide range of companies in a variety of markets over many years. Containing a new worked case study, this book provides practical guidance to the subject and is a must-read for all business professionals.

Autoren/Hrsg.

McDonald, M.

Dunbar, Ian

Inhaltsverzeichnis

Preparing for Segmentation.- PART 1: THE SEGMENTATION PROCESS.- Market Mapping (Step 1).- Who Buys (Step 2).- What, Where, When and How (Step 3).- Who Buys What, Where, When and How (Step 4).- Why is it Bought (Step 5).- Forming Segments (Step 6).- Segment Checklist (Step 7).- Segment Attractiveness.- Company Competitiveness and the Portfolio Matrix.- Setting Market Objectives and Strategies for Identified Segments.- PART II: SEGMENTATION AND ORGANISATIONS.- Organisational Issues in Market Segmentation.- PART III: THE EPILOGUE.- The Contribution of Segmentation to Business Planning; A Case Study.- Appendix: Customer Classification Systems.

Über Autor(innen)

MALCOLM MCDONALD is Professor of Marketing Strategy, Chairman of the Cranfield Marketing Planning Centre and Director of the Institute for Advanced Research in Marketing at the Cranfield University School of Management. He has extensive industrial experience and has run many workshops on marketing planning in the UK and elsewhere. He is the author of more than twenty books, including Marketing: An Introductory Text (with Martin Christopher) and is the editor of the Journal of International Marketing and the Journal of Marketing Practice.

IAN DUNBAR has held senior marketing positions in companies from both the service and manufacturing sectors, and has worked with Malcolm McDonald on a range of marketing initiatives within these companies. He runs seminars and workshops on segmentation for a variety of businesses and is also the Managing Director of TSD Sigma Ltd, a marketing services company based in Brighton.