Market segmentation
how to do it how to profit from it
- ISBN: 9780750659819
- Editorial: Butterworth-Heinemann Ltd.
- Fecha de la edición: 2004
- Lugar de la edición: Oxford. Estados Unidos de Norteamérica
- Encuadernación: Rústica
- Medidas: 24 cm
- Nº Pág.: 465
- Idiomas: Inglés
ÍNDICE: Foreword Preface and acknowledgements An important note to the reader from the authors 1 The state of marketing 2 The central role of market segmentation in profitable growth 3 Preparing for segmentation ? avoiding the big mistakes 4 Determining the scope of a segmentation project 5 Portraying how a market works and identifying decision-makers 6 Developing a representative sample of different decision-makers 7 Accounting for the behaviour of decision-makers 8 Forming market segments out of like-minded decision-makers 9 Determining the attractiveness of market segments 10 Assessing company competitiveness and the portfolio matrix 11 Realizing the full potential of market mapping 12 Predicting market transformation 13 Setting marketing objectives and strategies for identified segments 14 Organisational issues in market segmentation 15 Using segmentation to improve performance ? a case study
