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Foreword vii
Preface and acknowledgements ix
An important note to the reader from the authors xi
List of figures xv
List of tables xix
1 Market segmentation – the bedrock of successful marketing 1
2 Preparing for segmentation – additional guidelines for success 21
3 Fast tracking through the segmentation process 47
4 Determining the scope of a segmentation project 71
5 Portraying how a market works and identifying decision-makers 105
6 Developing a representative sample of different decision-makers 143
7 Accounting for the behaviour of decision-makers 213
8 Forming market segments out of like-minded decision-makers 255
9 Determining the attractiveness of market segments 303
10 Assessing company competitiveness and the portfolio matrix 329
11 Realizing the full potential of market mapping 349
12 Predicting channel transformation 369
13 Setting marketing objectives and strategies for identified segments 407
14 Organizational issues in market segmentation 449
15 Using segmentation to improve performance – a case study 469
Index 481
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Add Market Segmentation: How to Do It and How to Profit from It, Market Segmentation: How to do it, how to profit from it provides a structured, no-nonsense approach to getting market segmentation right. It is an essential book for professionals, teachers and students of marketing, based as it is on a wealth of , Market Segmentation: How to Do It and How to Profit from It to the inventory that you are selling on WonderClubX
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Add Market Segmentation: How to Do It and How to Profit from It, Market Segmentation: How to do it, how to profit from it provides a structured, no-nonsense approach to getting market segmentation right. It is an essential book for professionals, teachers and students of marketing, based as it is on a wealth of , Market Segmentation: How to Do It and How to Profit from It to your collection on WonderClub |