* McDonald and Dunbar are the leading author team in this area
* Segmentation and marketing mapping are core areas of the marketing syllabus, and there is much that is new as a result of the new segmentation possibilities from e-marketing and e-business
* The book has a textbook feel, which highlights the diagrams and market maps (key elements of the book)
This is a key book, in a vital area. The Butterworth-Heinemann edition of what was previously published by MacMillian, is a thoroughly revised and updated version.
- ISBN10 0080479197
- ISBN13 9780080479194
- Publish Date 1 October 2004 (first published 18 September 2004)
- Publish Status Active
- Imprint Butterworth-Heinemann
- Format eBook
- Pages 512
- Language English