市場細分化（改訂版） Market Segmentation : How to do it, how to profit from it

McDonald, Malcolm/ Dunbar, Ian

Butterworth-Heinemann Ltd（2004/09発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 492 p.
• 言語 ENG
• 商品コード 9780750659819
• DDC分類 658.802

基本説明

Highly developed and well illustrated treatment of a key marketing technique.

Full Description

* 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.

Contents

ForewordPreface and acknowledgements An important note to the reader from the authors1 The state of marketing2 The central role of market segmentation in profitable growth3 Preparing for segmentation - avoiding the big mistakes4 Determining the scope of a segmentation project5 Portraying how a market works and identifying decision-makers6 Developing a representative sample of different decision-makers7 Accounting for the behaviour of decision-makers8 Forming market segments out of like-minded decision-makers9 Determining the attractiveness of market segments10 Assessing company competitiveness and the portfolio matrix11 Realizing the full potential of market mapping12 Predicting market transformation13 Setting marketing objectives and strategies for identified segments14 Organisational issues in market segmentation15 Using segmentation to improve performance - a case study