Book 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


From the Back Cover
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.

ANNOTATION

Audience: Undergraduate and postgraduate marketing students; MBAs; executive courses and CIM diploma students.

FROM THE PUBLISHER