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Product Description
Product Description
* 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.
* 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
* 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.
* 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
About 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.
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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First Sentence
This chapter provides a brief review of the state of the marketing domain. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index
This chapter provides a brief review of the state of the marketing domain. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index
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5 reviews
Luke warm Response
2 Feb 2011
Format:Paperback
There are some books that keep you glued and till you don't read them, your life seems incomplete. This is NOT that kind of book. It gives a nice structured way to deal with Segmentation but it appears boring with long lengthy discussion; stuff that can end in a page is extended for 4-5 pages and thats what makes it so boring to read!!
0 of 1 people found the following review helpful
Ye Liang's Book Review Two
10 Feb 2011
Format:Paperback
"Market Segmentation: How to Do It, How to Profit from It" is such a significant book which describe what market segmentation is and how to do market segmentation successful. The book combines many marketing theories and vivid examples together to indicates and analyze the market trend. One who can run the business successfully must have the abilities to recognize the customer value, business models, marketing strategy, and then he/she can make the proper adjustment to adapt to the changing situation. Of course, the most important thing is to find the correct way do market segmentation.
Ye Liang
Ye Liang
0 of 1 people found the following review helpful
Marketing Segmentation
13 Feb 2010
Format:Paperback|Amazon Verified Purchase
One of about 5 books I recommend to other market researcher who are interested in the topic of consumer segmentation.
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