Buch, Englisch, 492 Seiten, Format (B × H): 189 mm x 246 mm, Gewicht: 948 g
How to do it, how to profit from it
Buch, Englisch, 492 Seiten, Format (B × H): 189 mm x 246 mm, Gewicht: 948 g
ISBN: 978-0-7506-5981-9
Verlag: Elsevier Science & Technology
Zielgruppe
Undergraduate and postgraduate marketing students, and marketing professionals.
Autoren/Hrsg.
Fachgebiete
Weitere Infos & Material
ForewordPreface and acknowledgements An important note to the reader from the authors1 The state of marketing2 The central role of market segmentation in profitable growth3 Preparing for segmentation - avoiding the big mistakes4 Determining the scope of a segmentation project5 Portraying how a market works and identifying decision-makers6 Developing a representative sample of different decision-makers7 Accounting for the behaviour of decision-makers8 Forming market segments out of like-minded decision-makers9 Determining the attractiveness of market segments10 Assessing company competitiveness and the portfolio matrix11 Realizing the full potential of market mapping12 Predicting market transformation13 Setting marketing objectives and strategies for identified segments14 Organisational issues in market segmentation15 Using segmentation to improve performance - a case study