Market segmentation : a step-by-step approach to creating profitable market segments
著者
書誌事項
Market segmentation : a step-by-step approach to creating profitable market segments
Macmillan, 1995
- : pbk
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注記
Includes index
内容説明・目次
内容説明
'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.
目次
Preparing for Segmentation - Market Mapping - Who Buys - What, Where, When and How - Who Buys What, Where, When and How - Why is it Bought - Segmentation: Stage 1 - Segmentation: Stage 2 - Segmentation Attractiveness - Company Competitiveness and the Portfolio Matrix - Selling Marketing Objectives and Strategies for Identified Segments - Organisational Issues in Market Segmentation - The Contribution of Segmentation to Business Planning: a Case Study - Appendix: Customer Classification Systems
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