Items related to Market Segmentation: A Step-by-Step Approach to Creating...
Synopsis
'Now Professor Malcolm McDonald and Ian Dunbar have peeled away the layers of complexity and confusion to produce a step-by- step guide through the difficult terrain of market segmentation. The value of their book to business people everywhere is that it offers the kind of practical applications needed in today's intensely competitive marketplace.'- Sir Colin Marshall, Chairman, British Airways and President, Chartered Institute of Marketing. Practitioners and students are frequently faced with a baffling array of variables when determining the difficulties of segmenting markets. Few guidelines exist to enable managers to make sense of the confusing array of data and information available to them. This book is the first of its kind to tackle these problems head on in a thoroughly practical way. Its methodology was painstakingly developed and tested on twenty blue chip companies, all of whom benefited from a new creative approach. This is a major text in an area of explosive growth in business and management and will be a must for all professionals.
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About the Author
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.
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