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

Author: Malcolm McDonald; Ian Dunbar
Publisher: Basingstoke : Macmillan, 1998.
Series: Macmillan business
Edition/Format:   Print book : English : 2nd edView all editions and formats
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  Read more...

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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Malcolm McDonald; Ian Dunbar
ISBN: 0333733703 9780333733707 033373369X 9780333733691
OCLC Number: 43419564
Notes: Previous edition: 1995.
Includes index.
Description: xxiii, 376 pages : illustrations ; 25 cm.
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.
Series Title: Macmillan business
Responsibility: Malcolm McDonald and Ian Dunbar ; [foreword, Sir Colin Marshall].

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