Segment Attractiveness (Steps 8–11)

  • Malcolm McDonald
  • Ian Dunbar
Chapter

Abstract

Now the segments in your market have been defined, it is essential that you determine how attractive each segment is to your company. This, along with an analysis of your competitiveness in each segment (Chapter 10), will help you decide how best to distribute your financial and managerial resources between them.

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Copyright information

© Malcolm McDonald and Ian Dunbar 1998

Authors and Affiliations

  • Malcolm McDonald
  • Ian Dunbar

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