Name: Market Segmentation By Malcolm McDonald (Until recently, Professor of Marketing and Deputy Director of Cranfield School of Management and formerly Marketing Director of Canada Dry, UK)
SKU: 9780750659819
Price: 10.00 USD
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Market Segmentation Summary

Market Segmentation: How to do it, how to profit from it by 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.

About 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.

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

Additional information

Sku

GOR002387400

ISBN 13

9780750659819

ISBN 10

0750659815

Title

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

Author

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

Condition

Used - Very Good

Binding type

Paperback

Publisher

Elsevier Science & Technology

Year published

20040918

Number of pages

492

Prizes

N/A

Cover note

Book picture is for illustrative purposes only, actual binding, cover or edition may vary.

Note

This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

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

Summary

Market Segmentation Summary

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

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

Table of Contents

Additional information

Customer Reviews - Market Segmentation