by Ian Dunbar (Contributor), M. McDonald (Author)
This is a major revision of the first edition of "Market Segmentation". In today's marketplace, effectively segmenting the market in order to target profitable customers can be the key to many companies' own profitability and growth. First published in 1995, this book aimed to help practitioners tackle this issue head on, providing step-by-step guidance through the 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 new edition. This work is now written in a more accessible style and incorporates 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 aimed at all business professionals, and business or marketing students studying specialist course in market segmentation.
Format: Paperback
Pages: 404
Edition: 2nd ed. 1998
Publisher: Palgrave
Published: 29 May 1998
ISBN 10: 033373369X
ISBN 13: 9780333733691
Book Overview: Malcolm McDonald is the author of more than 20 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 .