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Market segmentation : how to do it, how to profit from it /
Market 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 dreary, miserable, downward pricing...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Chichester :
John Wiley & Sons,
©2013.
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| Edición: | Revised 4th ed. |
| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Market segmentation : the bedrock of successful marketing
- Preparing for segmentation : additional guidelines for success
- Fast tracking through the segmentation process
- 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 behaviour of decision-makers
- Forming market segments out of like-minded decision-makers
- Determining the attractiveness of market segments
- Assessing company competitiveness and the portfolio matrix
- Realizing the full potential of market mapping
- Predicting channel transformation
- Setting marketing objectives and strategies for identified segments
- Organizational issues in market segmentation
- Using segmentation to improve performance : a case study.