Market Segmentation: How to do it, how to profit from it

by Malcolm McDonald (Author)

• Used

  Illustrated
  2004

  $3.24

  * 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.

• Used

  Paperback
  1998

  $4.18

  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.

• New

  Paperback
  1998

  $71.04

  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.