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Market Segmentation: How to do it and how to profit from it, revised and updated 4th Edition is the only book that spells out a totally dispassionate, systematic process for arriving at genuine, needs-based segments that can enable organizations to escape from the dreay, miserable, downward pricing spiral which results from getting market segmentation wrong.
Nothing in business works unless markets are correctly defined, mapped, quantified and segmented. Why else have hundreds of billions of dollars been wasted on excellent initiatives such as TQM, BPR, Balanced Scorecards, Six Sigma, Knolwedge Management, Innovation, Relationship Marketing and, latterly, CRM? The answer, of course, is because of a structured approach to market segmentation.
Market Segmentation: How to do it and how to profit from it, revised and updated 4th Edition provides a structured, no-nonsense approach to getting market segmentation right. It is an essential text for professionals and students based on a wealth of practical experience and packed with examples and easily used checklists.
- Sales Rank: #775828 in Books
- Published on: 2012-11-28
- Original language: English
- Number of items: 1
- Dimensions: 9.70" h x 1.10" w x 7.40" l, 2.15 pounds
- Binding: Paperback
- 512 pages
From the Inside Flap
Market Segmentation: How to do it, how to profit from it is the only book that spells out a totally dispassionate, systematic process for arriving at genuine, needs-based segments that can enable organizations to escape from the dreary, miserable, downward pricing spiral which results from getting market segmentation wrong.
Nothing in business works unless markets are correctly defined, mapped, quantified and segmented. Why else have hundreds of billions of dollars been wasted on excellent initiatives such as TQM, BPR, Balanced Scorecards, Six Sigma, Knowledge Management, Innovation, Relationship Marketing and, latterly, CRM? The answer, of course, is because of a lack of a structured approach to market segmentation.
From the Back Cover
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
About the Author
Malcolm McDonald was recently cited as one of the top marketing gurus in the world, along with Philip Kotler and Michael Porter and, in a 2006 Times HE piece, he was named as one of the top ten consultants in the UK. He is now Emeritus Professor at Cranfield University School of Management where, until recently, he was Professor of Marketing and Deputy Director. Formerly Marketing Director of Canada Dry, he is Chairman of six companies and works with many of the operating boards of the world’s biggest multinationals on every continent. He is the author of over 40 books, many of which have been translated into several foreign languages and has published hundreds of articles and papers.
Although retiring from his teaching role, Malcolm continues to research and teach at Cranfield and other universities around the world and to promote himself via speaking engagements, visiting lectures, and consultancy.
Ian Dunbar is a segmentation practitioner with extensive, hands on experience in segmenting markets for a wide range of business sectors. Since establishing the Market Segmentation Company with Malcolm McDonald in 1995, Ian has worked with numerous companies around the world ensuring their segmentation projects deliver the insights required for successful marketing strategies. He has held senior marketing positions in companies from both the service and manufacturing sectors and obtained his MBA from Cranfield University School of Management in the UK.
Most helpful customer reviews
3 of 3 people found the following review helpful.
Excellent
By Charles
Excellent book, one of the best I've read on the topic, lot's of good ideas.
It has to be combined with a book on how to work on the statistics.
1 of 1 people found the following review helpful.
Comprehensive Work on Marketing Strategy and Segmentation!
By Roger Nauth
Thorough and thoughtful work on segmentation and its important role within strategic marketing. This book provides a comprehensive overview of marketing and then drills down into how segmentation must be done to effectively develop value propositions for customers and size market opportunities. It's a great addition to other works like Porter's Competitive Advantage (industry segmentation chapter) and texts from Kotler and colleagues at Kellogg. Onr area if further exploration for a next version is the sizing process itself, which is an art at times but does use some science as well and therefore leverages some best practices. Highly recommended!
0 of 0 people found the following review helpful.
Five Stars
By ericwk
Excellent presentation of the value and process of market segmentation.
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