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Market Segmentation: How to do it, how to profit from it [Paperback]

Malcolm McDonald , Ian Dunbar
5.0 out of 5 stars  See all reviews (1 customer review)
Price: CDN$ 64.98 & FREE Shipping. Details
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Market Segmentation: How to Do It and How to Profit from It Market Segmentation: How to Do It and How to Profit from It
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Book Description

Oct. 1 2004
* 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.

* 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

Product Details

Product Description

Book Description

Provides a structured, no-nonsense approach to getting market segmentation right.

From the Back Cover

Market Segmentation is the only book in the world that spells out a totally dispassionate, systematic process for arriving at genuine, needs-based segments that can enable organisations to escape from the dreary, miserable, downward pricing spiral which results from getting market segmentation wrong.

Nothing in business works unless markets are correctly defined, mapped, quantified and segmented. Why else have hundreds of billions of dollars been wasted on excellent initiatives such as TQM, BPR, Balanced Scorecards, Six Sigma, Knowledge Management, Innovation, Relationship Marketing and, latterly, CRM? The answer, of course, is because of a lack of a structured approach to market segmentation.

Inside This Book (Learn More)
First Sentence
This chapter provides a brief review of the state of the marketing domain. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index
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Customer Reviews

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Most helpful customer reviews
5.0 out of 5 stars Practical Segmentation Oct. 23 2009
The authors present a very practical, logical and experientially-anchored segmentation methodology. The book is a detailed segmentation process "implementation plan" that can be easily adapted to one's needs. The segmentation process stages--each stage subjected to an in-depth treatment in a chapter--are well explained with presented concepts clearly defined. There is plenty of material, examples and insights that greatly enhance understanding, learning and bring the segmentation process into the realm of practicality. The end-of-chapter exercises greatly help exemplify ideas presented throughout the book. In summary, the authors present a user-friendly, no-nonsense segmentation methodology.
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 3.8 out of 5 stars  6 reviews
4.0 out of 5 stars Marketing segmentation Oct. 10 2012
By Zsolt Simon - Published on Amazon.com
Format:Paperback|Verified Purchase
When I ordered this book, I expected to receive a high value book, that helps me in my current job. Honestly I can tell - this is one of the best professional book - I recommend it for segment managers, or anybody who is involved in marketing
1 of 3 people found the following review helpful
3.0 out of 5 stars Text book style, but good read March 26 2008
By Only Accuracy - Published on Amazon.com
Good book on developing processes and alot of excercises were helpful, however it was like being forced to read a MBA text book again. i was hoping to get some more correlations to Six Sigma and others but overall it is a good read...but be ready to feel like you are studying again.
0 of 2 people found the following review helpful
4.0 out of 5 stars Ye Liang's Book Review Two Feb. 9 2011
By Ye Liang - Published on Amazon.com
"Market Segmentation: How to Do It, How to Profit from It" is such a significant book which describe what market segmentation is and how to do market segmentation successful. The book combines many marketing theories and vivid examples together to indicates and analyze the market trend. One who can run the business successfully must have the abilities to recognize the customer value, business models, marketing strategy, and then he/she can make the proper adjustment to adapt to the changing situation. Of course, the most important thing is to find the correct way do market segmentation.

Ye Liang
0 of 2 people found the following review helpful
3.0 out of 5 stars Luke warm Response Feb. 1 2011
By Prerit K. Souda - Published on Amazon.com
There are some books that keep you glued and till you don't read them, your life seems incomplete. This is NOT that kind of book. It gives a nice structured way to deal with Segmentation but it appears boring with long lengthy discussion; stuff that can end in a page is extended for 4-5 pages and thats what makes it so boring to read!!
0 of 2 people found the following review helpful
5.0 out of 5 stars Marketing Segmentation Feb. 13 2010
By Tom Anderson - Published on Amazon.com
Format:Paperback|Verified Purchase
One of about 5 books I recommend to other market researcher who are interested in the topic of consumer segmentation.
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