| Description |
xviii, 241 pages : illustrations ; 23 cm |
| Series |
Haworth series in segmented, targeted, and customized marketing |
|
Haworth series in segmented, targeted, and customized marketing.
|
| Contents |
Pt. I. Segmentation planning -- Ch. 1. Market segmentation : an overview -- Ch. 2. Market definition and segmentation in B2B markets -- Ch. 3. Segmentation planning and research guidelines for business marketers -- Pt. II. Business segmentation bases -- Ch. 4. Geographics and firmographics -- Ch. 5. Usage analysis -- Ch. 6. Benefit segmentation -- Ch. 7. Purchasing behavior and organizational psychographics -- Pt. III. Implementing segmentation strategy -- Ch. 8. Strategic target marketing -- Ch. 9. Enhancing segmentation's value -- Pt. IV. Segmentation strategy cases -- Case 1. Collins aviation services : building a cluster-based segmentation model -- Case 2. Dev-soft S.A. : segmentation and distribution in Europe -- Case 3. Dow Corning : segmentation and customer value -- Case 4. Lexmark international : creating new market space -- Case 5. Pharmacia corporation : pharmaceutical segmentation -- Case 6. Sportmed : market definition and benefit segmentation |
| Notes |
Rev. ed. of: Market segmentation. Rev. ed. c1994 |
| Bibliography |
Includes bibliographical references page (225-232) and index |
| Subject |
Market segmentation.
|
|
Psychographics.
|
| Author |
Weinstein, Art.
Market segmentation
|
| LC no. |
2003023392 |
| ISBN |
0789021560 |
|
0789021579 |
|
