Market Segmentation - Softcover

McDonald, M.

 
9780333733691: Market Segmentation
Softcover
ISBN 10: 033373369X ISBN 13: 9780333733691
Publisher: Palgrave, 1998

Synopsis

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.

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About the Author

MALCOLM MCDONALD is Professor of Marketing Strategy, Chairman of the Cranfield Marketing Planning Centre and Director of the Institute for Advanced Research in Marketing at the Cranfield University School of Management, UK.

"About this title" may belong to another edition of this title.

Publisher
Palgrave
Publication date
1998
Language
English
ISBN 10 
033373369X
ISBN 13 
9780333733691
Binding
Paperback
Edition number
2
Number of pages
404

Other Popular Editions of the Same Title

9780750659819: Market Segmentation: How to do it, how to Profit from it

Featured Edition

ISBN 10:  0750659815 ISBN 13:  9780750659819
Publisher: Butterworth-Heinemann, 2004
Softcover