by Malcolm McDonald (Author)
* 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.
Format: Illustrated
Pages: 492
Edition: 3
Publisher: Butterworth-Heinemann
Published: 18 Sep 2004
ISBN 10: 0750659815
ISBN 13: 9780750659819
Book Overview: Provides a structured, no-nonsense approach to getting market segmentation right.