| Description |
xxiii, 376 pages : illustrations ; 24 cm |
| Series |
Macmillan business |
| Contents |
1. Preparing for Segmentation -- 2. Market Mapping (Step 1) -- 3. Who Buys (Step 2) -- 4. What, Where, When and How (Step 3) -- 5. Who Buys What, Where, When and How (Step 4) -- 6. Why it is Bought (Step 5) -- 7. Forming Segments (Step 6) -- 8. Segment Checklist (Step 7) -- 9. Segment Attractiveness (Steps 8-11) -- 10. Company Competitiveness and the Portfolio Matrix (Step 12) -- 11. Setting Marketing Objectives and Strategies for Identified Segments -- 12. Organisational Issues in Market Segmentation -- 13. The Contribution of Segmentation to Business Planning: A Case Study of the Rise, Fall and Recovery of ICI Fertilizers -- App. I. Customer Classification Systems -- App. II. Standard Industrial Classifications -- App. III. Postcode Areas of Great Britain |
| Notes |
Previous ed. c1995, published under title: Market segmentation : a step-by-step approach to creating profitable market segments |
| Subject |
Market segmentation.
|
|
Marketing.
|
| Author |
Dunbar, Ian, 1951-
|
| ISBN |
033373369X (paperback) |
|
0333733703 (hbk) |
|
