Market Segmentation: How to Do it, How to Profit from it

Synopsis

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. It is an highly developed and well illustrated treatment of a key marketing technique. It is usable by students and executives, for whom the practical, step-by-step approach is designed.