Overview
- Completely revised and updated. It is the first of its kind to help practitioners effectively segment the market in order to target profitable customers
Now written in a more accessible style
Reflects the authors' further experience in working with numerous international companies
Real practical application through a new worked case study
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Table of contents (13 chapters)
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Front Matter
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Preparing for Segmentation
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The Segmentation Process
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Front Matter
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Segment Objectives and Strategies
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Front Matter
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Segmentation and Organisations
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Front Matter
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Back Matter
Keywords
About this book
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.
About the authors
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.
Bibliographic Information
Book Title: Market Segmentation
Book Subtitle: How to Do it How to Profit from it
Authors: Malcolm McDonald, Ian Dunbar
DOI: https://doi.org/10.1007/978-1-349-26591-6
Publisher: Red Globe Press London
eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)
Copyright Information: Malcolm McDonald and Ian Dunbar 1998
Edition Number: 2
Number of Pages: XXIII, 376
Additional Information: Previously published under the imprint Palgrave
Topics: Marketing, Management