Market Segmentation: How to do it, how to profit from it / Edition 1

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Overview

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.

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Product Details

  • ISBN-13: 9780750659819
  • Publisher: Elsevier Science
  • Publication date: 10/1/2004
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 512
  • Product dimensions: 0.99 (w) x 7.44 (h) x 9.69 (d)

Meet the Author

MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.

A segmentation practitioner with extensive experience in segmenting markets for a wide range of business sectors. Since establishing the Market Segmentation Company with Malcolm McDonald in 1995, Ian has worked with numerous companies around the world in segmentation workshops and research projects. He has held senior marketing positions in companies from both the service and manufacturing sectors and obtained his MBA from Cranfield University School of Management in the UK.

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Table of Contents

Foreword
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
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