Market Segmentation

How to Do it How to Profit from It

  • Authors
  • Malcolm McDonald
  • Ian Dunbar
Book

Table of contents

  1. Front Matter
    Pages i-xxiii
  2. Preparing for Segmentation

    1. Malcolm McDonald, Ian Dunbar
      Pages 1-33
  3. The Segmentation Process

    1. Front Matter
      Pages 35-35
    2. Malcolm McDonald, Ian Dunbar
      Pages 37-67
    3. Malcolm McDonald, Ian Dunbar
      Pages 68-94
    4. Malcolm McDonald, Ian Dunbar
      Pages 95-117
    5. Malcolm McDonald, Ian Dunbar
      Pages 118-141
    6. Malcolm McDonald, Ian Dunbar
      Pages 142-171
    7. Malcolm McDonald, Ian Dunbar
      Pages 172-194
    8. Malcolm McDonald, Ian Dunbar
      Pages 195-204
    9. Malcolm McDonald, Ian Dunbar
      Pages 205-222
    10. Malcolm McDonald, Ian Dunbar
      Pages 223-232
  4. Segment Objectives and Strategies

    1. Front Matter
      Pages 233-233
    2. Malcolm McDonald, Ian Dunbar
      Pages 235-259
  5. Segmentation and Organisations

    1. Front Matter
      Pages 261-261
    2. Malcolm McDonald, Ian Dunbar
      Pages 263-276
  6. The Epilogue

  7. Back Matter
    Pages 317-376

About this book

Introduction

This is a major revision of the highly successful first edition of Market Segmentation. In today's marketplace, effectively segmenting the market in order to target profitable customers is key to many companies' own profitability and growth. First published in 1995, this book was the first of its kind to help practitioners tackle this issue head on, providing step-by-step guidance through the difficult terrain of market segmentation. Since its publication the authors have further extended their experience, working with numerous international companies successfully segmenting their markets, experience which is reflected in this edition.

Market Segmentation, 2nd edition is written in an even more accessible style and incorporates valuable lessons learnt from working with a wide range of companies in a variety of markets over many years. Containing a new worked case study, this book provides practical guidance to the subject and is a must-read for all business professionals.

Keywords

business market segmentation organization strategy

Bibliographic information

  • DOI https://doi.org/10.1007/978-1-349-26591-6
  • Copyright Information Palgrave Macmillan, a division of Macmillan Publishers Limited 1998
  • Publisher Name Palgrave Macmillan, London
  • eBook Packages Palgrave Business & Management Collection
  • Print ISBN 978-0-333-73369-1
  • Online ISBN 978-1-349-26591-6
  • About this book