Market Segmentation: How to do it, how to Profit from it - Tapa blanda

McDonald, Malcolm

 
9780750659819: Market Segmentation: How to do it, how to Profit from it
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ISBN 10: 0750659815 ISBN 13: 9780750659819
Editorial: Butterworth-Heinemann, 2004

Sinopsis

* 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.

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Acerca de los autores

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.

De la contraportada

Market Segmentation is the only book in the world that spells out a totally dispassionate, systematic process for arriving at genuine, needs-based segments that can enable organisations to escape from the dreary, miserable, downward pricing spiral which results from getting market segmentation wrong.

Nothing in business works unless markets are correctly defined, mapped, quantified and segmented. Why else have hundreds of billions of dollars been wasted on excellent initiatives such as TQM, BPR, Balanced Scorecards, Six Sigma, Knowledge Management, Innovation, Relationship Marketing and, latterly, CRM? The answer, of course, is because of a lack of a structured approach to market segmentation.

|Market Segmentation is the only book in the world that spells out a totally dispassionate, systematic process for arriving at genuine, needs-based segments that can enable organisations to escape from the dreary, miserable, downward pricing spiral which results from getting market segmentation wrong.

Nothing in business works unless markets are correctly defined, mapped, quantified and segmented. Why else have hundreds of billions of dollars been wasted on excellent initiatives such as TQM, BPR, Balanced Scorecards, Six Sigma, Knowledge Management, Innovation, Relationship Marketing and, latterly, CRM? The answer, of course, is because of a lack of a structured approach to market segmentation.

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Editorial
Butterworth-Heinemann
Año de publicación
2004
Idioma
Inglés
ISBN 10 
0750659815
ISBN 13 
9780750659819
Encuadernación
Tapa blanda
Número de edición
3
Número de páginas
492
Contacto del fabricante
no disponible
Persona responsable
no disponible

Otras ediciones populares con el mismo título

9780333733691: Market Segmentation: How to Do it How to Profit from it

Edición Destacada

ISBN 10:  033373369X ISBN 13:  9780333733691
Editorial: Palgrave, 1998
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