Malcolm McDonald & Ian Dunbar – Market Segmentation: How to do it, how to profit from it
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McDonald and Dunbar are the leading author team in this area. Segmentation and marketing mapping are core areas of the marketing syllabus, and there is much that is new as a result of the new segmentation possibilities from e-marketing and e-business…
Market Segmentation
How to do it, how to profit from it
By Malcolm McDonald & Ian Dunbar
Format: Ebook (PDF)
Publisher: Butterworth-Heinemann 2004
Language: English
McDonald and Dunbar are the leading author team in this area
* Segmentation and marketing mapping are core areas of the marketing syllabus, and there is much that is new as a result of the new segmentation possibilities from e-marketing and e-business
* The book has a textbook feel, which highlights the diagrams and market maps (key elements of the book)
This is a key book, in a vital area. The Butterworth-Heinemann edition of what was previously published by MacMillian, is a thoroughly revised and updated version.
Key Features
Highly developed and well illustrated treatment of a key marketing technique
* Usable by students and executives, for whom the practical, step-by-step approach is designed
* Leading author team in the field
Readership
Undergraduate and postgraduate marketing students, and marketing professionals.
Table of Contents
Foreword
Preface and acknowledgements
An important note to the reader from the authors
1 The state of marketing
2 The central role of market segmentation in profitable growth
3 Preparing for segmentation – avoiding the big mistakes
4 Determining the scope of a segmentation project
5 Portraying how a market works and identifying decision-makers
6 Developing a representative sample of different decision-makers
7 Accounting for the behaviour of decision-makers
8 Forming market segments out of like-minded decision-makers
9 Determining the attractiveness of market segments
10 Assessing company competitiveness and the portfolio matrix
11 Realizing the full potential of market mapping
12 Predicting market transformation
13 Setting marketing objectives and strategies for identified segments
14 Organisational issues in market segmentation
15 Using segmentation to improve performance – a case study
About the Authors
Malcolm McDonald
MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.
Affiliations and Expertise
Until recently, Professor of Marketing and Deputy Director of Cranfield School of Management and formerly Marketing Director of Canada Dry, UK
Ian Dunbar
A segmentation practitioner with extensive experience in segmenting markets for a wide range of business sectors. Since establishing the Market Segmentation Company with Malcolm McDonald in 1995, Ian has worked with numerous companies around the world in segmentation workshops and research projects. He has held senior marketing positions in companies from both the service and manufacturing sectors and obtained his MBA from Cranfield University School of Management in the UK.
Affiliations and Expertise
Has worked with numerous companies around the world in segmentation workshops and research projects. He has held senior marketing positions in companies from both the service and manufacturing sectors and obtained his MBA from Cranfield University School of Management in the UK
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