- Paperback: 240 pages
- Publisher: Cengage Learning EMEA (22 Feb 1996)
- Language English
- ISBN-10: 0415118921
- ISBN-13: 978-0415118927
- Product Dimensions: 23.4 x 15.5 x 1.5 cm
- Average Customer Review: 4.0 out of 5 stars See all reviews (1 customer review)
- Amazon Bestsellers Rank: 767,102 in Books (See Top 100 in Books)
- See Complete Table of Contents
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More About the Author
Product Description
Product Description
This workbook explains the key aims behind the segmentation process and shows how to build up a strategy for identifying and targeting segments effectively.
About the Author
Sally Dibb is Professor of Marketing at the Open University Business School. The Open University is the largest university in the UK, teaching over 200,000 people every year, and the UK's only university dedicated to distance learning. Before joining the Open University (in September 2005) Sally was a Reader in Marketing and Strategic Management at Warwick Business School (one of the U.K.'s leading three business schools), University of Warwick, U.K. She holds research degrees from the University of Manchester, UK and Warwick University: her Ph.D. examined consumer modelling. She has published widely in U.S. and European marketing journals on the marketing of services, marketing planning, market segmentation and corporate identity, as well as textbooks and practitioner-oriented workbooks on these themes. Sally chairs the U.K. Academy of Marketing's Special Interest Group on market segmentation and until recently, she was Associate Dean of Undergraduate Programs at Warwick Business School. Her consulting clients include a range of companies such as JCB, ICI, Fujitsu, Midland Electricity, Diageo and AstraZeneca. Lyndon Simkin is a Reader at Warwick Business School, University of Warwick, U.K. He received his Ph.D. from Bradford University. His research interests are business planning, target market prioritisation, marketing planning, implementation of effective marketing programmes, promotions management and retail marketing. He is the author of other marketing texts and his long-term consulting clients include Calor, Fujitsu, JCB, Raytheon, Royal & Sun Alliance and many retailers.
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Customer Reviews
Most Helpful Customer Reviews
Format:Paperback|Amazon Verified Purchase
Segmentation is the key to developing a marketing strategy. If you know the needs of your target market you have a good chance to be able to supply them at a profitable price to your business. This is a practical tool for the practicing marketer. My only wish is that it was more helpful to the B2B marketer. More marketers sell to other businesses that to consumers.
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