Market segmentation : a step-by-step approach to creating profitable market segments / Malcolm McDonald and Ian Dunbar ; foreword by Sir Colin Marshall.

By:

McDonald, Malcolm

Contributor(s):

Dunbar, Ian, 1951-

Material type: Text

TextPublication details: Basingstoke : Macmillan Business, 1995.Description: xvii, 271 p. : ill. ; 25 cmISBN:

9780333637227 (cased) :
9780333637234 (pbk) :
0333637232 (pbk)

Subject(s):

DDC classification:

658.83 MCD

Contents:

1.Preparing for segmentation -- 2.Market mapping -- 3.Who buys -- 4.What, where, when and how -- 5.Who buys what, where, when and how -- 6.Why is it bought -- 7.Segmentation: stage 1 -- 8.Segmentation: stage 2 -- 9.Segment attractiveness -- 10.Company competitiveness and the portfolio matrix -- 11.Setting market objectives and strategies for identified segments -- 12.Organisational issues in market segmentation -- 13.The contribution of segmentation to business planning: a case study of the rise, fall and recovery of ICI fertilizers

Summary: This text tackles the array of variables that are present when managers determine the difficulties of segmenting markets. The methodology of this book was developed and tested on 20 blue-chip companies.

Holdings ( 3 )
Title notes ( 3 )

Holdings
Item type	Current library	Call number	Copy number	Status	Barcode
Long Loan	TUS: Midlands, Main Library Athlone General Lending	658.83 MCD (Browse shelf(Opens below))	1	Available	00210841
Long Loan	TUS: Midlands, Main Library Athlone General Lending	658.83 MCD (Browse shelf(Opens below))	1	Available	103917
Long Loan	TUS: Midlands, Main Library Athlone General Lending	658.83 MCD (Browse shelf(Opens below))	1	Available	103918

Includes index.

This text tackles the array of variables that are present when managers determine the difficulties of segmenting markets. The methodology of this book was developed and tested on 20 blue-chip companies.