Autore	McDonald Malcolm
Edizione	[Rev. 4th ed.]
Pubbl/distr/stampa	Chichester, : John Wiley & Sons, Ltd., 2012
Descrizione fisica	1 online resource (514 p.)
Disciplina	658.802
Altri autori (Persone)	DunbarIan
Soggetto topico	Market segmentation
ISBN	1-119-20786-X 1-283-66510-7 1-118-43274-6
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Nota di contenuto	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 segments Marketing 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 3: 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 4: 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 Market 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 What, where, when and how
Record Nr.	UNINA-9910141402503321