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

by Malcolm McDonald and Ian K. Dunbar

Book Overview

* 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...

• Format: Paperback
• Language: English
• ISBN: 0750659815
• ISBN13: 9780750659819
• Release Date: October 2004
• Publisher: Butterworth-Heinemann
• Length: 512 Pages
• Weight: 2.10 lbs.
• Dimensions: 1.0" x 7.4" x 9.6"

Customer Reviews

Marketing Segmentation

One of about 5 books I recommend to other market researcher who are interested in the topic of consumer segmentation.

Good examples

all examples in your book its quite clear. But it looks like fundamental theory so much. (quite serious on reading). Anyway, I think it's good marketing book.