Market segmentation : how to do it ; how to profit from it

By: McDonald, MalcolmContributor(s): Dunbar, IanMaterial type: TextTextSeries: Macmillan businessPublication details: Basingstoke : Macmillan, 1998Edition: 2nd edDescription: xxiii, 376 pages : illustrationsISBN: 9780333733691; 033373369X Subject(s): Market segmentationDDC classification: 658.8
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 2 Segmentation And Organizations: Organizational Issues in Market Segmentation. Part 3 The Epilogue:The Contribution of Segmentation to Business Planning -- A Case Study. Appendix: Customer Classification Systems.
Summary: Effectively segmenting the market in order to target profitable customers can be the key to many companies' own profitability and growth. This book provides step-by-step guidance through the terrain of market segmentation
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Holdings
Item type Current library Collection Call number Status Date due Barcode Item holds
Reference Books Reference Books Main Library
Reference 		Reference 658.8 MAC (Browse shelf(Opens below)) Available 004744
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Includes index

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 2 Segmentation And Organizations: Organizational Issues in Market Segmentation. Part 3 The Epilogue:The Contribution of Segmentation to Business Planning --
A Case Study. Appendix: Customer Classification Systems.


Effectively segmenting the market in order to target profitable customers can be the key to many companies' own profitability and growth. This book provides step-by-step guidance through the terrain of market segmentation

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