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Market Segmentation           
$ 4.67 ($ 4.67 inc Tax)  
 

Category: Stock trading

Market Segmentation: How to Do It, How to Profit From It by Malcolm McDonald, Ian Dunbar  
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.

Table of Contents

1 The state of marketing 1
2 The central role of market segmentation in profitable growth 11
3 Preparing for segmentation - avoiding the big mistakes 31
4 Determining the scope of a segmentation project 65
5 Portraying how a market works and identifying decision-makers 95
6 Developing a representative sample of different decision-makers 135
7 Accounting for the behaviour of decision-makers 197
8 Forming market segments out of like-minded decision-makers 237
9 Determining the attractiveness of market segments 283
10 Assessing company competitiveness and the portfolio matrix 309
11 Realizing the full potential of market mapping 331
12 Predicting market transformation 353
13 Setting marketing objectives and strategies for identified segments 383
14 Organizational issues in market segmentation 421
15 Using segmentation to improve performance - a case study 441



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