Market Segmentation: A Step-by-step Approach to Creating Profitable Market Segments

McDonald, Malcolm, Dunbar, Ian K.

ISBN 10: 0333637224 / ISBN 13: 9780333637227

Published by Palgrave Macmillan, 1995

About this Item

Used - Acceptable. Your purchase helps support Sri Lankan Children's Charity 'The Rainbow Centre'. Ex-library with wear and barcode page may have been removed. Our donations to The Rainbow Centre have helped provide an education and a safe haven to hundreds of children who live in appalling conditions. Seller Inventory # Z1-AA-009-00198

Bibliographic Details

Title: Market Segmentation: A Step-by-step Approach...

Publisher: Palgrave Macmillan

Publication Date: 1995

Binding: Hardcover

Condition: Acceptable

About this title

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.