Market segmentation : how to do it and how to profit from it /
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| Corporate Author: | |
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| Format: | eBook |
| Language: | English |
| Published: |
Chichester :
John Wiley & Sons,
[2012]
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| Edition: | Rev. 4th ed. |
| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
Table of Contents:
- 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.