Market Segmentation: How to Do It How to Profit from It

ISBN-13: 9780333733691 / Angielski / Miękka / 1998 / 376 str.

Ian Dunbar; Malcolm McDonald; M. McDonald

Spis treści

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.

O autorze

MALCOLM MCDONALD is Professor of Marketing Strategy, Chairman of the Cranfield Marketing Planning Centre and Director of the Institute for Advanced Research in Marketing at the Cranfield University School of Management. He has extensive industrial experience and has run many workshops on marketing planning in the UK and elsewhere. He is the author of more than twenty books, including Marketing: An Introductory Text (with Martin Christopher) and is the editor of the Journal of International Marketing and the Journal of Marketing Practice.

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.