Handbook of Market Segmentation: Strategic Targeting for Business and Technology Firms, Third Edition

ISBN-13: 9780789021564 / Angielski / Twarda / 2004 / 260 str.

Art Weinstein

Opis

Weinstein (marketing, Nova Southeastern U.), writing for marketing and business practitioners, introduces a process for introducing targeted business segmentation planning and methodologies into business firms. He has revised the new edition of the text to focus solely on the segmentation challenges

Spis treści

• Preface
  
• Acknowledgments
  
• PART I: SEGMENTATION PLANNING
  
• Chapter 1. Market Segmentation: An Overview
  
• Segmentation: The Key to Marketing Success
  
• Segmentation in Action
  
• Segmentation Options
  
• Business Segmentation Insight 1: Segmentation Research Findings in High-Tech and Industrial Markets
  
• Nichemanship: Segmented Marketing at Its Best
  
• The Benefits of Segmentation
  
• Limitations of Segmentation
  
• Segmentation Skillbuilder 1: How Well Is Your Company Using Segmentation Techniques?
  
• Segmentation: Some Misunderstandings Resolved
  
• Summary
  
• Chapter 2. Market Definition and Segmentation in B2B Markets
  
• The Market Definition Challenge
  
• Business Segmentation Insight 2: Mission, Vision, and Market Definition
  
• A Strategic Market Definition Framework
  
• Market Definition Applications Based on the Framework
  
• Segmentation Skillbuilder 2: Defining Your Market—A Three-Level Approach
  
• Summary
  
• Chapter 3. Segmentation Planning and Research Guidelines for Business Marketers
  
• Segmentation Roadblocks
  
• Using Planning and Research to Segment Business Markets: A Ten-Point Program
  
• Segmentation Skillbuilder 3: Designing the Segmentation Study
  
• Business Segmentation Insight 3: Segmentation Research—An Assessment
  
• Summary
  
• Appendix: Internet Segmentation—Business Marketing Applications
  
• PART II: BUSINESS SEGMENTATION BASES
  
• Chapter 4. Geographics and Firmographics
  
• Geographic Segmentation Bases
  
• Segmentation Skillbuilder 4: Defining Geographic Markets
  
• Business Segmentation Insight 4: How a Major Pharmaceutical Company Uses Geographic Sales to Segment Its Markets
  
• Tapping Census Products for Geographics and Business Demographics
  
• Firmographics
  
• Summary
  
• Chapter 5. Usage Analysis
  
• End Use Analysis
  
• Usage Segmentation
  
• Conceptualizing and Operationalizing Usage Dimensions
  
• Business Segmentation Insight 5: Usage Segmentation Applications
  
• Assessment of the Usage Dimension
  
• Segmentation Skillbuilder 5: Usage Analysis—Key Issues
  
• Summary
  
• Chapter 6. Benefit Segmentation
  
• Concepts and Applications of Benefit Segmentation
  
• Business Segmentation Insight 6: Customer Value and Benefits
  
• Pros and Cons of Benefit Segmentation
  
• Three Brief Examples of Benefit Segmentation in Business Markets
  
• Segmentation Skillbuilder 6: Using Segmentation Grids to Identify Benefit Segments for Your Company
  
• Summary
  
• Chapter 7. Purchasing Behavior and Organizational Psychographics
  
• How Business Markets Are Different
  
• The Nested Approach
  
• Business Segmentation Insight 7: In Conversation with Dr. Benson P. Shapiro
  
• Segmentation Skillbuilder 7: Using the Nested Approach to Segment Your Market
  
• Business Psychographics
  
• Buyer Adopter Categories
  
• Summary
  
• PART III: IMPLEMENTING SEGMENTATION STRATEGY
  
• Chapter 8. Strategic Target Marketing
  
• Target Market Strategy Formulation
  
• The Three Basic Steps to Strategy Formulation
  
• Business Segmentation Insight 8: Guidelines on Market Segment Attractiveness
  
• Segmentation Strategy Development
  
• Business Segmentation and the Marketing Mix
  
• Segmentation Skillbuilder 8: Target Market Strategy Worksheet
  
• Target Market Strategy: An Application
  
• Summary
  
• Chapter 9. Enhancing Segmentation’s Value
  
• Creating a Segmentation-Driven Organization
  
• Business Segmentation Insight 9: How H

O autorze

Art Weinstein