Market Segmentation

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 practical experience and research and is packed with examples, easy to follow processes and checklists. Not only does this book present a common sense approach to market segmentation, it also walks you through the process of taking the profound insights it develops into a marketing strategy and competitive advantage.-Mark Concannon, President, EMEA GSR, Hexagon Geosystems Malcolm McDonald and Ian Dunbar expertly tackle this key marketing concept. They clear away the clutter and confusion that has often mystified market segmentation and provide a clear framework for creating a segmentation model individually tailored to your market.-Mike Croft, Marketing Director, Afton Chemical We were very keen to identify a consistent methodology to improve our marketing effectiveness. Market Segmentation proved to be just such an enabler. Applying the well-structured step-by-step process developed by Malcolm and Ian has been a very rewarding experience, not just for our marketing department, but the wider product development team.-Noel Duffy, Managing Director, Dolphin Computer Access Time invested in this logical and pragmatic process, presented in jargon-free English, will more than pay for itself.-Jonathan Swaby, Head of Market Management and Marketing Northern Europe, Euler Hermes