Warenkorb
€ 0,00 0 Buch dabei,
portofrei
Market Segmentation: How to Do It, How to Profit from It als Buch
PORTO-
FREI

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

How to do it, how to profit from it. Revised. Sprache: Englisch.
Buch (kartoniert)
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
Th … weiterlesen
Buch

57,49 *

inkl. MwSt.
Portofrei
Lieferbar innerhalb von zwei Wochen
Market Segmentation: How to Do It, How to Profit from It als Buch

Produktdetails

Titel: Market Segmentation: How to Do It, How to Profit from It
Autor/en: Malcolm McDonald, Ian Dunbar

ISBN: 0750659815
EAN: 9780750659819
How to do it, how to profit from it.
Revised.
Sprache: Englisch.
ELSEVIER LTD

Oktober 2004 - kartoniert - 512 Seiten

Beschreibung

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.

Highly developed and well illustrated treatment of a key marketing technique
Usable by students and executives, for whom the practical, step-by-step approach is designed
Leading author team in the field

Inhaltsverzeichnis

Foreword
Preface and acknowledgements
An important note to the reader from the authors
1 The state of marketing
2 The central role of market segmentation in profitable growth
3 Preparing for segmentation - avoiding the big mistakes
4 Determining the scope of a segmentation project
5 Portraying how a market works and identifying decision-makers
6 Developing a representative sample of different decision-makers
7 Accounting for the behaviour of decision-makers
8 Forming market segments out of like-minded decision-makers
9 Determining the attractiveness of market segments
10 Assessing company competitiveness and the portfolio matrix
11 Realizing the full potential of market mapping
12 Predicting market transformation
13 Setting marketing objectives and strategies for identified segments
14 Organisational issues in market segmentation
15 Using segmentation to improve performance - a case study

Portrait

MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry. A segmentation practitioner with extensive experience in segmenting markets for a wide range of business sectors. Since establishing the Market Segmentation Company with Malcolm McDonald in 1995, Ian has worked with numerous companies around the world in segmentation workshops and research projects. He has held senior marketing positions in companies from both the service and manufacturing sectors and obtained his MBA from Cranfield University School of Management in the UK.

Servicehotline
089 - 70 80 99 47

Mo. - Fr. 8.00 - 20.00 Uhr
Sa. 10.00 - 20.00 Uhr
Filialhotline
089 - 30 75 75 75

Mo. - Sa. 9.00 - 20.00 Uhr
Bleiben Sie in Kontakt:
Sicher & bequem bezahlen:
akzeptierte Zahlungsarten: Überweisung, offene Rechnung,
Visa, Master Card, American Express, Paypal
Zustellung durch:
* Alle Preise verstehen sich inkl. der gesetzlichen MwSt. Informationen über den Versand und anfallende Versandkosten finden Sie hier.
** Deutschsprachige eBooks und Bücher dürfen aufgrund der in Deutschland geltenden Buchpreisbindung und/oder Vorgaben von Verlagen nicht rabattiert werden. Soweit von uns deutschsprachige eBooks und Bücher günstiger angezeigt werden, wurde bei diesen kürzlich von den Verlagen der Preis gesenkt oder die Buchpreisbindung wurde für diese Titel inzwischen aufgehoben. Angaben zu Preisnachlässen beziehen sich auf den dargestellten Vergleichspreis.