Market Segmentation
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Market Segmentation: How to Do it - How to Profit from it

Market Segmentation: How to Do it - How to Profit from it


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About the Book

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.

Table of Contents:
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


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Product Details
  • ISBN-13: 9780333733707
  • Publisher: Palgrave MacMillan
  • Binding: Hardback
  • Height: 241 mm
  • Weight: 741 gr
  • ISBN-10: 0333733703
  • Publisher Date: 17 Jun 1998
  • Edition: Revised edition
  • Sub Title: How to Do it - How to Profit from it
  • Width: 162 mm


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