LEADER 05262nam 2200673 a 450 001 9910807609503321 005 20240313053320.0 010 $a9781119207863 010 $a111920786X 010 $a9781283665100 010 $a1283665107 010 $a9781118432747 010 $a1118432746 035 $a(CKB)2670000000261723 035 $a(EBL)1040905 035 $a(OCoLC)795645179 035 $a(DLC) 2012024665 035 $a(Au-PeEL)EBL1040905 035 $a(CaPaEBR)ebr10612554 035 $a(CaONFJC)MIL397760 035 $a(CaSebORM)9781118432754 035 $a(MiAaPQ)EBC1040905 035 $a(Perlego)1012047 035 $a(EXLCZ)992670000000261723 100 $a20121029d2012 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aMarket segmentation $ehow to do it and how to profit from it /$fMalcolm McDonald and Ian Dunbar 205 $aRev. 4th ed. 210 $aChichester $cJohn Wiley & Sons, Ltd.$d2012 215 $a1 online resource (514 p.) 300 $aIncludes index. 311 08$a9781118432754 311 08$a1118432754 311 08$a9781118432679 311 08$a1118432673 320 $aIncludes bibliographical references and index. 327 $aMarket 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 segments 327 $aMarketing 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; References 327 $a3: 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 review 327 $a4: 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 form 327 $aMarket 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 guidelines 327 $aWhat, where, when and how 330 $aMarket 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, Six 606 $aMarket segmentation 615 0$aMarket segmentation. 676 $a658.802 700 $aMcDonald$b Malcolm$0117340 701 $aDunbar$b Ian$027876 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910807609503321 996 $aMarket segmentation$913524 997 $aUNINA