Market Segmentation : A Step-by-Step Approach to Creating Profitable Market Segments

McDonald, Malcolm B., Dunbar, Ian

ISBN 10: 0333637232 / ISBN 13: 9780333637234

Published by Macmillan Publishers Limited, 1995

About this Item

Ships from the UK. Former library book; may include library markings. Used book that is in excellent condition. May show signs of wear or have minor defects. Seller Inventory # 49699128-20

Bibliographic Details

Title: Market Segmentation : A Step-by-Step ...

Publisher: Macmillan Publishers Limited

Publication Date: 1995

Binding: Soft cover

Condition: Very Good

About this title

Synopsis:

'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.