01272nam--2200409---450-99000047965020331620091023132350.00-7734-9259-30047965USA010047965(ALEPH)000047965USA01004796520010529d1993----km-y0itay0103----baengUS||||||||001yyAfrica and the european economic Community, 1957-1992LewistonEdwin Mellen1993v, 224 p.24 cm2001001-------2001Comunità econmica europea e AficaPaesi della comunità economica europaRelazioni con l'AfricaAfricaRelazioni internazionali337.406CHIKEKA,Charles Ohiri545480ITsalbcISBD990000479650203316337.4 CHI 1 (IG VIII 12 801/C)7155 GIG VIII00246084BKGIUPATTY9020010529USA01155420020403USA011656PATRY9020040406USA011633RSIAV59020091023USA011323Africa and the european economic Community, 1957-1992888667UNISA05262nam 2200673 a 450 991080760950332120240313053320.09781119207863111920786X9781283665100128366510797811184327471118432746(CKB)2670000000261723(EBL)1040905(OCoLC)795645179(DLC) 2012024665(Au-PeEL)EBL1040905(CaPaEBR)ebr10612554(CaONFJC)MIL397760(CaSebORM)9781118432754(MiAaPQ)EBC1040905(Perlego)1012047(EXLCZ)99267000000026172320121029d2012 uy 0engur|n|---|||||txtrdacontentcrdamediacrrdacarrierMarket segmentation how to do it and how to profit from it /Malcolm McDonald and Ian DunbarRev. 4th ed.Chichester John Wiley & Sons, Ltd.20121 online resource (514 p.)Includes index.9781118432754 1118432754 9781118432679 1118432673 Includes bibliographical references and index.Market Segmentation: How to Do It and How to Profit From It; Copyright; Contents; Foreword; Preface and acknowledgements; An important note to the reader from the authors; Deciding on which track you need; Interpretation; List of figures; List of tables; 1: Market segmentation - the bedrock of successful marketing; Perception is everything; The state of marketing; Resolving the confusion about marketing; The central role of market segmentation; Definition of market segmentation; Segmentation process summary; Developing segments; Prioritizing and selecting segmentsMarketing objectives and strategiesChapter 1 review; References; 2: Preparing for segmentation - additional guidelines for success; Objective of this book; Segmentation archetypes in companies; Company archetypes; Case studies conclusion; Classifying market segmentation in organizations; Classification conclusion; Organizational structure; The 'postmodern' customer; International market segmentation; Segmentation team; Data for segmentation; Rules for segmentation; The advantages of segmentation; Segmentation case histories; Case history conclusion; Chapter 2 review; References3: Fast tracking through the segmentation processProcess structure; Phase 1 - Developing segments; Determining the scope of a segmentation project; Portraying how a market works and identifying decision-makers; Developing a representative sample of different decision-makers; Accounting for the behavior of decision-makers; Forming market segments out of like-minded decision-makers; Phase 2 - Prioritizing and selecting segments; Determining the attractiveness of market segments; Assessing company competitiveness and the portfolio matrix; Chapter 3 review4: Determining the scope of a segmentation projectGeographic scope; Defining markets; Developing the market definition; Whose needs are being defined?; Ensuring the definition is meaningful to your company; Markets and strategic business units (SBUs); Defining markets - conclusions; Sizing the specified market; Process check; Further examples; Exercises; Reference; 5: Portraying how a market works and identifying decision-makers; Constructing your market map; Getting started; Initial quantification of the market map; Adding junction types; Market maps in the tabular formMarket leverage points'Shared' decision-making; 'Cumulative' decision-making; Selecting the junction to be segmented; To include or exclude non-leverage groups; Testing current views about segments: preliminary segments; Sizing preliminary segments; Process check; Further examples; Exercises; 6: Developing a representative sample of different decision-makers; The components of a 'micro-segment'; Price; Developing micro-segments; Getting micro-segments up and running; Managing micro-segments - keeping control; Key discriminating features (KDFs); Key discriminating feature guidelinesWhat, where, when and howMarket Segmentation: How to do it and how to profit from it, revised and updated 4th Edition is the only book that spells out a totally dispassionate, systematic process for arriving at genuine, needs-based segments that can enable organizations to escape from the dreay, 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, SixMarket segmentationMarket segmentation.658.802McDonald Malcolm117340Dunbar Ian27876MiAaPQMiAaPQMiAaPQBOOK9910807609503321Market segmentation13524UNINA