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Market Segmentation Malcolm McDonald (Until recently, Professor of Marketing and Deputy Director of Cranfield School of Management and formerly Marketing Director of Canada Dry, UK)

Market Segmentation von Malcolm McDonald (Until recently, Professor of Marketing and Deputy Director of Cranfield School of Management and formerly Marketing Director of Canada Dry, UK)

Market Segmentation Malcolm McDonald (Until recently, Professor of Marketing and Deputy Director of Cranfield School of Management and formerly Marketing Director of Canada Dry, UK)

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Zusammenfassung

Segmentation and marketing mapping are core areas of the marketing syllabus. Dealing with market segmentation, this book features diagrams and market maps. It is intended for students and executives.

Market Segmentation Zusammenfassung

Market Segmentation: How to do it, how to profit from it Malcolm McDonald (Until recently, Professor of Marketing and Deputy Director of Cranfield School of Management and formerly Marketing Director of Canada Dry, UK)

* 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.

Über Malcolm McDonald (Until recently, Professor of Marketing and Deputy Director of Cranfield School of Management and formerly Marketing Director of Canada Dry, UK)

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.

Inhaltsverzeichnis

Foreword Preface and acknowledgements An important note to the reader from the authors 1 The state of marketing 2 The central role of market segmentation in profitable growth 3 Preparing for segmentation - avoiding the big mistakes 4 Determining the scope of a segmentation project 5 Portraying how a market works and identifying decision-makers 6 Developing a representative sample of different decision-makers 7 Accounting for the behaviour of decision-makers 8 Forming market segments out of like-minded decision-makers 9 Determining the attractiveness of market segments 10 Assessing company competitiveness and the portfolio matrix 11 Realizing the full potential of market mapping 12 Predicting market transformation 13 Setting marketing objectives and strategies for identified segments 14 Organisational issues in market segmentation 15 Using segmentation to improve performance - a case study

Zusätzliche Informationen

GOR002387400
9780750659819
0750659815
Market Segmentation: How to do it, how to profit from it Malcolm McDonald (Until recently, Professor of Marketing and Deputy Director of Cranfield School of Management and formerly Marketing Director of Canada Dry, UK)
Malcolm McDonald (Until recently, Professor of Marketing and Deputy Director of Cranfield School of Management and formerly Marketing Director of Canada Dry, UK)
Gebraucht - Sehr Gut
Broschiert
Elsevier Science & Technology
20040918
492
N/A
Die Abbildung des Buches dient nur Illustrationszwecken, die tatsächliche Bindung, das Cover und die Auflage können sich davon unterscheiden.
Dies ist ein gebrauchtes Buch. Es wurde schon einmal gelesen und weist von der früheren Nutzung Gebrauchsspuren auf. Wir gehen davon aus, dass es im Großen und Ganzen in einem sehr guten Zustand ist. Sollten Sie jedoch nicht vollständig zufrieden sein, setzen Sie sich bitte mit uns in Verbindung.