Market Segmentation: How to do it and how to profit fromit, revised and updated 4th Edition is the only book thatspells out a totally dispassionate, systematic process for arrivingat genuine, needs-based segments that can enable organizations toescape from the dreay, miserable, downward pricing spiral whichresults from getting market segmentation wrong.
Nothing in business works unless markets are correctly defined,mapped, quantified and segmented. Why else have hundreds ofbillions of dollars been wasted on excellent initiatives such asTQM, BPR, Balanced Scorecards, Six Sigma, Knolwedge Management,Innovation, Relationship Marketing and, latterly, CRM? The answer,of course, is because of a structured approach to marketsegmentation.
Market Segmentation: How to do it and how to profit fromit, revised and updated 4th Edition provides a structured,no-nonsense approach to getting market segmentation right. It is anessential text for professionals and students based on a wealth ofpractical experience and packed with examples and easily usedchecklists.
|Edition description:||Revised 4th Edition|
|Product dimensions:||7.30(w) x 9.60(h) x 1.20(d)|
About the Author
Malcolm McDonald was recently cited as one of the topmarketing gurus in the world, along with Philip Kotler and MichaelPorter and, in a 2006 Times HE piece, he was named as one of thetop ten consultants in the UK. He is now Emeritus Professorat Cranfield University School of Management where, until recently,he was Professor of Marketing and Deputy Director. FormerlyMarketing Director of Canada Dry, he is Chairman of six companiesand works with many of the operating boards of the world’sbiggest multinationals on every continent. He is the author of over40 books, many of which have been translated into several foreignlanguages and has published hundreds of articles andpapers.
Although retiring from his teaching role, Malcolm continues toresearch and teach at Cranfield and other universities around theworld and to promote himself via speaking engagements, visitinglectures, and consultancy.
Ian Dunbar is a segmentation practitioner with extensive,hands on experience in segmenting markets for a wide range ofbusiness sectors. Since establishing the Market SegmentationCompany with Malcolm McDonald in 1995, Ian has worked with numerouscompanies around the world ensuring their segmentation projectsdeliver the insights required for successful marketing strategies.He has held senior marketing positions in companies from both theservice and manufacturing sectors and obtained his MBA fromCranfield University School of Management in the UK.
Table of Contents
Preface and acknowledgements ix
An important note to the reader from the authors xi
List of figures xv
List of tables xix
1 Market segmentation – the bedrock of successfulmarketing 1
2 Preparing for segmentation – additional guidelines forsuccess 21
3 Fast tracking through the segmentation process 47
4 Determining the scope of a segmentation project 71
5 Portraying how a market works and identifying decision-makers105
6 Developing a representative sample of differentdecision-makers 143
7 Accounting for the behaviour of decision-makers 213
8 Forming market segments out of like-minded decision-makers255
9 Determining the attractiveness of market segments 303
10 Assessing company competitiveness and the portfolio matrix329
11 Realizing the full potential of market mapping 349
12 Predicting channel transformation 369
13 Setting marketing objectives and strategies for identifiedsegments 407
14 Organizational issues in market segmentation 449
15 Using segmentation to improve performance – a casestudy 469