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Market Segmentation is the only book in the world that spells out a totally dispassionate, systematic process for arriving at genuine, needs-based segments that can enable organisations to escape from the dreary, miserable, downward pricing spiral which results from getting market segmentation wrong.
Nothing in business works unless markets are correctly defined, mapped, quantified and segmented. Why else have hundreds of billions of dollars been wasted on excellent initiatives such as TQM, BPR, Balanced Scorecards, Six Sigma, Knowledge Management, Innovation, Relationship Marketing and, latterly, CRM? The answer, of course, is because of a lack of a structured approach to market segmentation.
Audience: Undergraduate and postgraduate marketing students; MBAs; executive courses and CIM diploma students.
Preface and acknowledgements
An important note to the reader from the authors
1 The state of marketing
2 The central role of market segmentation in profitable growth
3 Preparing for segmentation – avoiding the big mistakes
4 Determining the scope of a segmentation project
5 Portraying how a market works and identifying decision-makers
6 Developing a representative sample of different decision-makers
7 Accounting for the behaviour of decision-makers
8 Forming market segments out of like-minded decision-makers
9 Determining the attractiveness of market segments
10 Assessing company competitiveness and the portfolio matrix
11 Realizing the full potential of market mapping
12 Predicting market transformation
13 Setting marketing objectives and strategies for identified segments
14 Organisational issues in market segmentation
15 Using segmentation to improve performance – a case study