Market Segmentation: How to do it, how to profit from it [Paperback]

Malcolm McDonald (Author), Ian Dunbar (Author)

Book Description

ISBN-10: 0750659815 | ISBN-13: 978-0750659819 | Publication Date: October 15, 2004

* 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.

* Highly developed and well illustrated treatment of a key marketing technique
* Usable by students and executives, for whom the practical, step-by-step approach is designed
* Leading author team in the field

Editorial Reviews

Book Description

Provides a structured, no-nonsense approach to getting market segmentation right.

From the Back Cover

Market Segmentation is the only book in the world that spells out a totally dispassionate, systematic process for arriving at genuine, needs-based segments that can enable organisations 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.

See all Editorial Reviews

Product Details

• Paperback: 512 pages
• Publisher: Butterworth-Heinemann (October 15, 2004)
• Language: English
• ISBN-10: 0750659815
• ISBN-13: 978-0750659819
• Product Dimensions: 9.6 x 7.4 x 1 inches
• Shipping Weight: 2.1 pounds (View shipping rates and policies)
• Average Customer Review: 3.8 out of 5 stars  See all reviews (5 customer reviews)
• Amazon Best Sellers Rank: #372,640 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

3.0 out of 5 stars Luke warm Response, February 1, 2011

By 

Prerit K. Souda "Preriit Souda" (Los angeles, CA/ Dallas, TX) - See all my reviews
(REAL NAME)   

This review is from: Market Segmentation: How to do it, how to profit from it (Paperback)

There are some books that keep you glued and till you don't read them, your life seems incomplete. This is NOT that kind of book. It gives a nice structured way to deal with Segmentation but it appears boring with long lengthy discussion; stuff that can end in a page is extended for 4-5 pages and thats what makes it so boring to read!!

0 of 1 people found the following review helpful:

4.0 out of 5 stars Ye Liang's Book Review Two, February 9, 2011

By 

Ye Liang - See all my reviews

This review is from: Market Segmentation: How to do it, how to profit from it (Paperback)

"Market Segmentation: How to Do It, How to Profit from It" is such a significant book which describe what market segmentation is and how to do market segmentation successful. The book combines many marketing theories and vivid examples together to indicates and analyze the market trend. One who can run the business successfully must have the abilities to recognize the customer value, business models, marketing strategy, and then he/she can make the proper adjustment to adapt to the changing situation. Of course, the most important thing is to find the correct way do market segmentation.

Ye Liang

0 of 1 people found the following review helpful:

5.0 out of 5 stars Marketing Segmentation, February 13, 2010

By 

Tom Anderson (Stamford, CT United States) - See all my reviews
(REAL NAME)   

Amazon Verified Purchase

This review is from: Market Segmentation: How to do it, how to profit from it (Paperback)

One of about 5 books I recommend to other market researcher who are interested in the topic of consumer segmentation.