Market Segmentation: How to Do it - How to Profit from it

McDonald, Malcolm,Dunbar, Ian K.

ISBN 10: 0333733703 / ISBN 13: 9780333733707

Edité par Palgrave Macmillan, 1998

A propos de cet article

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Détails bibliographiques

• Titre: Market Segmentation: How to Do it - How to Profit from it
• Éditeur: Palgrave Macmillan
• Date de parution: 1998
• Langue: anglais
• ISBN à 10 chiffres: 0333733703
• ISBN à 13 chiffres: 9780333733707
• Reliure: hardcover
• Édition: 2ème Édition
• État de l'article: Good

A propos de ce titre

Synopsis

This is a major revision of the first edition of "Market Segmentation". In today's marketplace, effectively segmenting the market in order to target profitable customers can be the key to many companies' own profitability and growth. First published in 1995, this book aimed to help practitioners tackle this issue head on, providing step-by-step guidance through the terrain of market segmentation. Since its publication the authors have further extended their experience, working with numerous international companies successfully segmenting their markets, experience which is reflected in this new edition. This work is now written in a more accessible style and incorporates lessons learnt from working with a wide range of companies in a variety of markets over many years. Containing a new worked case study, this book provides practical guidance to the subject and is a aimed at all business professionals, and business or marketing students studying specialist course in market segmentation.

Biographie de l'auteur

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.