'Now Professor Malcolm McDonald and Ian Dunbar have peeled away the layers of complexity and confusion to produce a step-by- step guide through the difficult terrain of market segmentation. The value of their book to business people everywhere is that it offers the kind of practical applications needed in today's intensely competitive marketplace.'- Sir Colin Marshall, Chairman, British Airways and President, Chartered Institute of Marketing. Practitioners and students are frequently faced with a baffling array of variables when determining the difficulties of segmenting markets. Few guidelines exist to enable managers to make sense of the confusing array of data and information available to them. This book is the first of its kind to tackle these problems head on in a thoroughly practical way. Its methodology was painstakingly developed and tested on twenty blue chip companies, all of whom benefited from a new creative approach. This is a major text in an area of explosive growth in business and management and will be a must for all professionals.
- ISBN10 1906884188
- ISBN13 9781906884185
- Publish Date 26 July 2010 (first published 6 March 1995)
- Publish Status Out of Print
- Out of Print 21 September 2012
- Publish Country GB
- Imprint Goodfellow Publishers Limited
- Edition 4th Revised edition
- Format Paperback
- Pages 512
- Language English