Market Segmentation: How to do it, how to profit from it

by Malcolm McDonald, Ian Dunbar

* McDonald and Dunbar are the leading author team in this area* Segmentation and marketing mapping are core areas of the marketing syllabus, and there is much that is new as a result of the new segmentation possibilities from e-marketing and e-business* The book has a textbook feel, which highlights the diagrams and market maps (key elements of the book)This is a key book, in a vital area. The Butterworth-Heinemann edition of what was previously published by MacMillian, is a thoroughly revised and updated version.

* Highly developed and well illustrated treatment of a key marketing technique* Usable by students and executives, for whom the practical, step-by-step approach is designed* Leading author team in the field

Genres: Business

492 pages, Paperback

First published March 6, 1995

About the author

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Reviews

[Vamsi Duvvuri · Rating 5 out of 5]

Excellent description

Captures most of the practical considerations in a segmentation exercise. Detailed examples and practical considerations help grasping the key learnings.

[Doug McColgin · Rating 3 out of 5]

Solid how-to manual for market segmentation. Planning to run a project and implement many of the recommendations from this book. May change my rating when I see how everything works out.

[Karren Hodgkins · Rating 5 out of 5]

I have revisited this book on a number of occasions. Well-crafted, definitely a textbook feel so I use it as a reference when I am looking to refresh a thought or seek clarity. Highly recommended, perhaps a little heavy for a generalist looking to better understand this exceptionally important aspect of marketing.