Handbook of market segmentation : strategic targeting for business and technology firms /

Whether it's due to a lack of focus, lack of time, or just bad planning, most companies fall short of the mark in their target marketing. The Handbook of Market Segmentation, 3rd Edition: Strategic Target Marketing for Business and Technology Firms is a practical, how-to guide to what marketers...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Weinstein, Art
Formato: Electrónico eBook
Idioma:Inglés
Publicado: New York : Haworth Press, ©2004.
Edición:3rd ed.
Colección:Haworth series in segmented, targeted, and customized marketing.
Temas:
Market segmentation.
Psychographics.
Segmentation du marché.
Psychographie.
BUSINESS & ECONOMICS > Green Business.
Market segmentation
Psychographics
Marktsegmentierung
Marktsegmentatie.
Strategische planning.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Segmentation Planning
  • Market Segmentation: An Overview
  • Segmentation: The Key to Marketing Success
  • Segmentation in Action
  • Segmentation Options
  • Segmentation Research Findings in High-Tech and Industrial Markets
  • Nichemanship: Segmented Marketing at Its Best
  • The Benefits of Segmentation
  • Limitations of Segmentation
  • How Well Is Your Company Using Segmentation Techniques?
  • Segmentation: Some Misunderstandings Resolved
  • Market Definition and Segmentation in B2B Markets
  • The Market Definition Challenge
  • Mission, Vision, and Market Definition
  • A Strategic Market Definition Framework
  • Market Definition Applications Based on the Framework
  • Defining Your Market--A Three-Level Approach
  • Segmentation Planning and Research Guidelines for Business Marketers
  • Segmentation Roadblocks
  • Using Planning and Research to Segment Business Markets: A Ten-Point Program
  • Designing the Segmentation Study
  • Segmentation Research--An Assessment
  • Internet Segmentation--Business Marketing Applications
  • Business Segmentation Bases
  • Geographics and Firmographics
  • Geographic Segmentation Bases
  • Defining Geographic Markets
  • How a Major Pharmaceutical Company Uses Geographic Sales Analysis to Segment Its Markets
  • Tapping Census Products for Geographics and Business Demographics
  • Firmographics
  • Usage Analysis
  • End Use Analysis
  • Usage Segmentation
  • Conceptualizing and Operationalizing Usage Dimensions
  • Usage Segmentation Applications
  • Assessment of the Usage Dimension
  • Usage Analysis--Key Issues.

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