The Market Segmentation Workbook : Target Marketing for Marketing Managers

ISBN-13: 9780415118927 / Angielski / Miękka / 2010 / 240 str.

Sally Dibb;Dibb; Lyndon Simkin

Opis

Segmentation involves the identification of target customer groups by their requirements and buying characteristics. But how should a company decide on which groups to reach and how to market to them? This workbook explains the key aims behind the segmentation process and shows you in a step-by-step plan how to build up a strategy for identifying and targeting segments effectively.