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Market Segmentation: How to Do It and How to Profit from It / Edition 4

Market Segmentation: How to Do It and How to Profit from It / Edition 4

by Malcolm McDonald


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Product Details

ISBN-13: 9781118432679
Publisher: Wiley
Publication date: 12/18/2012
Edition description: Revised 4th Edition
Pages: 512
Sales rank: 726,241
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.

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Table of Contents

Foreword vii

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

Index 481

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