Market segmentation : how to do it and how to profit from it / Malcolm McDonald and Ian Dunbar.

Incluye bibliografía.

Market segmentation : the bedrock of successful marketing -- Preparing for segmentation : additional guidelines for success -- Fast tracking through the segmentation process -- Determining the scope of a segmentation project -- Portraying how a market works and identifying decision-makers -- Developing a representative sample of different decision-makers -- Accounting for the behaviour of decision-makers -- Forming market segments out of like-minded decision-makers -- Determining the attractiveness of market segments -- Assessing company competitiveness and the portfolio matrix -- Realizing the full potential of market mapping -- Predicting channel transformation -- Setting marketing objectives and strategies for identified segments -- Organizational issues in market segmentation -- Using segmentation to improve performance : a case study.