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Market Segmentation
How to Do it How to Profit from it
- Textbook
Market Segmentation
How to Do it How to Profit from it
- Textbook
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Description
This is a major revision of the highly successful first edition of Market Segmentation. In today's marketplace, effectively segmenting the market in order to target profitable customers is key to many companies' own profitability and growth. First published in 1995, this book was the first of its kind to help practitioners tackle this issue head on, providing step-by-step guidance through the difficult terrain of market segmentation. Since its publication the authors have further extended their experience, working with numerous international companies successfully segmenting their markets, experience which is reflected in this edition.
Market Segmentation, 2nd edition is written in an even more accessible style and incorporates valuable lessons learnt from working with a wide range of companies in a variety of markets over many years. Containing a new worked case study, this book provides practical guidance to the subject and is a must-read for all business professionals.
Table of Contents
PART 1: THE SEGMENTATION PROCESS
Market Mapping (Step 1)
Who Buys (Step 2)
What, Where, When and How (Step 3)
Who Buys What, Where, When and How (Step 4)
Why is it Bought (Step 5)
Forming Segments (Step 6)
Segment Checklist (Step 7)
Segment Attractiveness
Company Competitiveness and the Portfolio Matrix
Setting Market Objectives and Strategies for Identified Segments
PART II: SEGMENTATION AND ORGANISATIONS
Organisational Issues in Market Segmentation
PART III: THE EPILOGUE
The Contribution of Segmentation to Business Planning; A Case Study
Appendix: Customer Classification Systems.
Product details
Published | 30 Oct 2018 |
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Format | Paperback |
Edition | 2nd |
Extent | 376 |
ISBN | 9780333733691 |
Imprint | Red Globe Press |
Dimensions | 0 x 0 mm |
Publisher | Bloomsbury Publishing |

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