Warenkorb
Kostenloser Versand
Unsere Operationen sind klimaneutral

Market Segmentation Success Sally Dibb (Open University, UK)

Market Segmentation Success von Sally Dibb (Open University, UK)

Market Segmentation Success Sally Dibb (Open University, UK)


€108.99
Zustand - Gut
Nur noch 1

Zusammenfassung

Market Segmentation Success: Making It Happen! reviews the principles of market segmentation and target market selection in an easy-to-read format. This how-to guide offers helpful strategies to common problems and best practice processes based on real-world case examples that will help professionals in their efforts for success.

Market Segmentation Success Zusammenfassung

Market Segmentation Success: Making It Happen! Sally Dibb (Open University, UK)

Market segmentation is a main aspect of an effective business strategy, but implementation is often difficult and ultimately unsuccessful. Market Segmentation Success: Making It Happen! offers a solid review of the concepts of market segmentation and target market selection, as well as clearly explaining how to create market segments, how to select which customers to target, what problems will be encountered, and how to best overcome these challenges to success. Marketing experts Sally Dibb and Lyndon Simkin use their consultancy-inspired guidance in this easy-to-read text that provides best practice processes, detailed illustrations, and helpful real-world case examples.

Market Segmentation Success: Making It Happen! explores the principles and foundations of segmentation, types of problems reported by practitioners, and offers strategies for solving them. The importance of understanding the customer is discussed at length, along with contrasting approaches to conducting quantitative, qualitative, Greenfield, or evolution segmentation. The authors discuss in detail how to identify, diagnose, and treat segmentation blockers and provide 30 rules for segmentation success. This how-to guidebook shows students, beginners, and even the more seasoned professionals how to improve their efforts for success. The book includes numerous figures and tables to clearly illustrate concepts and data.

Market Segmentation Success: Making It Happen! is an invaluable resource for business practitioners, consultants, educators, and MBA students working on marketing strategy, marketing management, and marketing operations.

Über Sally Dibb (Open University, UK)

Sally Dibb, PhD, is Professor of Marketing at the innovative Open University Business School in the United Kingdom.

Lyndon Simkin, PhD, is a Reader in Strategic Marketing at the University of Warwick, one of the United Kingdom's leading business schools.

Their research focuses on market segmentation, targeting strategies, marketing planning, business planning, strategy implementation, and marketing modeling. They have published widely in the academic journals in the United Kingdom and the United States. They are co-authors of Marketing: Concepts and Strategies, and authors of The Market Segmentation Workbook and The Marketing Planning Workbook. Dr. Dibb and Dr. Simkin are married and live in Kenilworth, Warwickshire in the United Kingdom, and have six children.

Inhaltsverzeichnis

Preface. Acknowledgments. Chapter 1. An Overview of Segmentation, Targeting, and Positioning. Chapter 2. Understanding and Overcoming Market Segmentation Barriers. Chapter 3. Understanding Consumers or Business Customers. Chapter 4. Contrasting Approaches to Conducting Market Segmentation. Chapter 5. Determining Segment Targets. Chapter 6. Identifying, Diagnosing, and Treating Segmentation Blockers. Chapter 7. Essential Lessons and the Thirty Rules for Segmentation Success. References. Index.

Zusätzliche Informationen

GOR012215860
9780789029171
0789029170
Market Segmentation Success: Making It Happen! Sally Dibb (Open University, UK)
Gebraucht - Gut
Gebundene Ausgabe
Taylor & Francis Inc
2008-03-03
202
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 guten Zustand ist. Sollten Sie jedoch nicht vollständig zufrieden sein, setzen Sie sich bitte mit uns in Verbindung.