Market Segmentation

Overview

This edition of Market Segmentation includes the key elements that made the first edition the resource for marketing professionals. Its state-of-the-art demographic and psychographic segmentation techniques and case studies are completely updated to reflect the latest data and applications. This expanded edition also covers international market segmentation and database marketing/single source data to help analyze market opportunities. Topics include: the pre-segmented market; physical attributes; statistical ...
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Overview

This edition of Market Segmentation includes the key elements that made the first edition the resource for marketing professionals. Its state-of-the-art demographic and psychographic segmentation techniques and case studies are completely updated to reflect the latest data and applications. This expanded edition also covers international market segmentation and database marketing/single source data to help analyze market opportunities. Topics include: the pre-segmented market; physical attributes; statistical software; segmentation resources; developing global market strategies.
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Product Details

  • ISBN-13: 9781557384928
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 1/28/1994
  • Edition description: REV
  • Edition number: 1
  • Pages: 325
  • Product dimensions: 6.33 (w) x 9.28 (h) x 0.99 (d)

Table of Contents

Preface
Acknowledgements
Ch. 1 Market Segmentation: An Overview 1
Ch. 2 Segmentation's Role in the Marketing Plan 17
Ch. 3 The Segmentation Analysis: Planning Guidelines 35
Ch. 4 The Segmentation Analysis: Research Guidelines 47
Ch. 5 Geographic Segmentation 69
Ch. 6 Demographic and Socioeconomic Segmentation 81
Ch. 7 Psychographics 115
Ch. 8 Usage, Benefits, and Behavioral Segmentation 133
Ch. 9 Segmenting Business Markets 155
Ch. 10 Segmenting International Markets 177
Ch. 11 Segmentation Models and Procedural Guidelines 189
Ch. 12 Translating Segmentation Findings Into Target Market Strategy 205
Ch. 13 Enhancing Segmentation's Value 227
Case 1 International Segmentation: Hot Shot to Japan 241
Case 2 Public Sector Segmentation: Metro-Dade's Greyholds Park 251
Case 3 Attitudinal Segmentation: Over 50/Mature Consumers 259
Case 4 High-Tech Service Segmentation: Prodigy Online Computing Service 267
Case 5 Small Business Segmentation: Trophy Shops and Specialty Retailing 279
Appendix A: Major Sources of Demographic/Marketing Information 289
Appendix B: Companies Providing Segmentation Services 295
Appendix C: Your Segmentation Bookshelf 305
Index 309
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