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Product Description
This workbook explains the key aims behind the segmentation process and shows, in a step-by-step plan, how to build up a strategy for identifying and targeting segments effectively.
About the Author
Sally Dibb is Professor of Marketing at the Open University Business School. The Open University is the largest university in the UK, teaching over 200,000 people every year, and the UK's only university dedicated to distance learning. Before joining the Open University (in September 2005) Sally was a Reader in Marketing and Strategic Management at Warwick Business School (one of the U.K.'s leading three business schools), University of Warwick, U.K. She holds research degrees from the University of Manchester, UK and Warwick University: her Ph.D. examined consumer modelling. She has published widely in U.S. and European marketing journals on the marketing of services, marketing planning, market segmentation and corporate identity, as well as textbooks and practitioner-oriented workbooks on these themes. Sally chairs the U.K. Academy of Marketing's Special Interest Group on market segmentation and until recently, she was Associate Dean of Undergraduate Programs at Warwick Business School. Her consulting clients include a range of companies such as JCB, ICI, Fujitsu, Midland Electricity, Diageo and AstraZeneca.
Lyndon Simkin is a Reader at Warwick Business School, University of Warwick, U.K. He received his Ph.D. from Bradford University. His research interests are business planning, target market prioritisation, marketing planning, implementation of effective marketing programmes, promotions management and retail marketing. He is the author of other marketing texts and his long-term consulting clients include Calor, Fujitsu, JCB, Raytheon, Royal & Sun Alliance and many retailers.
This workbook explains the key aims behind the segmentation process and shows, in a step-by-step plan, how to build up a strategy for identifying and targeting segments effectively.
About the Author
Sally Dibb is Professor of Marketing at the Open University Business School. The Open University is the largest university in the UK, teaching over 200,000 people every year, and the UK's only university dedicated to distance learning. Before joining the Open University (in September 2005) Sally was a Reader in Marketing and Strategic Management at Warwick Business School (one of the U.K.'s leading three business schools), University of Warwick, U.K. She holds research degrees from the University of Manchester, UK and Warwick University: her Ph.D. examined consumer modelling. She has published widely in U.S. and European marketing journals on the marketing of services, marketing planning, market segmentation and corporate identity, as well as textbooks and practitioner-oriented workbooks on these themes. Sally chairs the U.K. Academy of Marketing's Special Interest Group on market segmentation and until recently, she was Associate Dean of Undergraduate Programs at Warwick Business School. Her consulting clients include a range of companies such as JCB, ICI, Fujitsu, Midland Electricity, Diageo and AstraZeneca.
Lyndon Simkin is a Reader at Warwick Business School, University of Warwick, U.K. He received his Ph.D. from Bradford University. His research interests are business planning, target market prioritisation, marketing planning, implementation of effective marketing programmes, promotions management and retail marketing. He is the author of other marketing texts and his long-term consulting clients include Calor, Fujitsu, JCB, Raytheon, Royal & Sun Alliance and many retailers.
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Inside This Book
(learn more)
First Sentence:
Market segmentation is widely regarded to be one of the key elements of modern marketing. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
core analyses, desired brand positioning, target market priorities, indicate your progress, target market strategy, customer buying power, marketing programmes, marketing analyses, buying centre, contribution chart, customer groupings, segmentation bases, differential advantage, positioning maps, further relevant information, required service levels, marketing environment, basis for competing Key Phrases - Capitalized Phrases (CAPs): (learn more)
Scene Setting, The Strength of the Portfolio, Market Share Change, Analysis Customer Needs Hand Buying Section, The Market Segmentation Process, Recommendations Programmes, Crystal Clear, Checklist of Progress Analyses, Responsibilities Analyses, Use Chart, Strategy Chart, Business Position Matrix, Key Customer Values, Existing Segments, Strategy Recommendations Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
Market segmentation is widely regarded to be one of the key elements of modern marketing. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
core analyses, desired brand positioning, target market priorities, indicate your progress, target market strategy, customer buying power, marketing programmes, marketing analyses, buying centre, contribution chart, customer groupings, segmentation bases, differential advantage, positioning maps, further relevant information, required service levels, marketing environment, basis for competing Key Phrases - Capitalized Phrases (CAPs): (learn more)
Scene Setting, The Strength of the Portfolio, Market Share Change, Analysis Customer Needs Hand Buying Section, The Market Segmentation Process, Recommendations Programmes, Crystal Clear, Checklist of Progress Analyses, Responsibilities Analyses, Use Chart, Strategy Chart, Business Position Matrix, Key Customer Values, Existing Segments, Strategy Recommendations Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
Citations (learn more)
1
book
cites this book:
- Business to Business Marketing: Strategies and Implementation by Daniel Michel on page 126
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