/

Market Segmentation How to do it, how to profit from it

McDonald, Malcolm Dunbar Ian
Heftet / 2004 / Engelsk

Produktdetaljer

ISBN
9780750659819
Publisert
2004-09-18
Utgiver
Elsevier Science & Technology; Butterworth-Heinemann Ltd
Vekt
940 gr
Høyde
246 mm
Bredde
189 mm
Aldersnivå
UU, P, 05, 06
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
492

Forfatter
McDonald, Malcolm
Dunbar Ian

Om bidragsyterne

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.

Market Segmentation How to do it, how to profit from it

McDonald, Malcolm Dunbar Ian
Heftet / 2004 / Engelsk
McDonald, Malcolm Dunbar Ian
Heftet / 2004 / Engelsk
Nettpris:
598,-
Levering 7-20 dager
Sjekk lagerstatus i butikk
* McDonald and Dunbar are the leading author team in this area* Segmentation and marketing mapping are core areas of the marketing syllabus, and there is much that is new as a result of the new segmentation possibilities from e-marketing and e-business* The book has a textbook feel, which highlights the diagrams and market maps (key elements of the book)This is a key book, in a vital area. The Butterworth-Heinemann edition of what was previously published by MacMillian, is a thoroughly revised and updated version.
Les mer
Segmentation and marketing mapping are core areas of the marketing syllabus. Dealing with market segmentation, this book features diagrams and market maps. It is intended for students and executives.
ForewordPreface and acknowledgements An important note to the reader from the authors1 The state of marketing2 The central role of market segmentation in profitable growth3 Preparing for segmentation – avoiding the big mistakes4 Determining the scope of a segmentation project5 Portraying how a market works and identifying decision-makers6 Developing a representative sample of different decision-makers7 Accounting for the behaviour of decision-makers8 Forming market segments out of like-minded decision-makers9 Determining the attractiveness of market segments10 Assessing company competitiveness and the portfolio matrix11 Realizing the full potential of market mapping12 Predicting market transformation13 Setting marketing objectives and strategies for identified segments14 Organisational issues in market segmentation15 Using segmentation to improve performance – a case study
Les mer
Provides a structured, no-nonsense approach to getting market segmentation right.
Provides a structured, no-nonsense approach to getting market segmentation right.
* Highly developed and well illustrated treatment of a key marketing technique* Usable by students and executives, for whom the practical, step-by-step approach is designed* Leading author team in the field
Les mer

Relaterte produkter

* McDonald and Dunbar are the leading author team in this area* Segmentation and marketing mapping are core areas of the marketing syllabus, and there is much that is new as a result of the new segmentation possibilities from e-marketing and e-business* The book has a textbook feel, which highlights the diagrams and market maps (key elements of the book)This is a key book, in a vital area. The Butterworth-Heinemann edition of what was previously published by MacMillian, is a thoroughly revised and updated version.
Les mer
Segmentation and marketing mapping are core areas of the marketing syllabus. Dealing with market segmentation, this book features diagrams and market maps. It is intended for students and executives.
ForewordPreface and acknowledgements An important note to the reader from the authors1 The state of marketing2 The central role of market segmentation in profitable growth3 Preparing for segmentation – avoiding the big mistakes4 Determining the scope of a segmentation project5 Portraying how a market works and identifying decision-makers6 Developing a representative sample of different decision-makers7 Accounting for the behaviour of decision-makers8 Forming market segments out of like-minded decision-makers9 Determining the attractiveness of market segments10 Assessing company competitiveness and the portfolio matrix11 Realizing the full potential of market mapping12 Predicting market transformation13 Setting marketing objectives and strategies for identified segments14 Organisational issues in market segmentation15 Using segmentation to improve performance – a case study
Les mer
Provides a structured, no-nonsense approach to getting market segmentation right.
Provides a structured, no-nonsense approach to getting market segmentation right.
* Highly developed and well illustrated treatment of a key marketing technique* Usable by students and executives, for whom the practical, step-by-step approach is designed* Leading author team in the field
Les mer

Produktdetaljer

ISBN
9780750659819
Publisert
2004-09-18
Utgiver
Elsevier Science & Technology; Butterworth-Heinemann Ltd
Vekt
940 gr
Høyde
246 mm
Bredde
189 mm
Aldersnivå
UU, P, 05, 06
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
492

Forfatter
McDonald, Malcolm
Dunbar Ian

Om bidragsyterne

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.

Relaterte produkter