Book description
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.
Table of contents
- Cover
- Contents
- Title
- Copyright
- Foreword
- Preface and acknowledgements
- An important note to the reader from the authors
- List of figures
- List of tables
- Chapter 1: Market segmentation – the bedrock of successful marketing
-
Chapter 2: Preparing for segmentation – additional guidelines for success
- Objective of this book
- Segmentation archetypes in companies
- Classifying market segmentation in organizations
- Organizational structure
- The ‘postmodern’ customer
- International market segmentation
- Segmentation team
- Data for segmentation
- Rules for segmentation
- The advantages of segmentation
- Segmentation case histories
- Chapter 2 review
- References
- Chapter 3: Fast tracking through the segmentation process
- Chapter 4: Determining the scope of a segmentation project
- Chapter 5: Portraying how a market works and identifying decision-makers
-
Chapter 6: Developing a representative sample of different decision-makers
- The components of a ‘micro-segment’
- Developing micro-segments
- Key discriminating features (KDFs)
- Profiling and ensuring it is practical
- Process check
- Further examples
- A selection of standard approaches to profiling businesses
- A selection of standard approaches to profiling individuals
- Multidimensional
- Exercises
-
Chapter 7: Accounting for the behaviour of decision-makers
- Explaining customer behaviour
- Micro-segments and their decisive buying criteria (DBCs)
- Benefit analysis – essential input to successful marketing
- Techniques for uncovering unsatisfied needs
- Addendum for those intending to test the validity of a current structure of strategic business units (SBUs)
- Process check
- Further examples
- Exercises
- References
- Chapter 8: Forming market segments out of like-minded decision-makers
- Chapter 9: Determining the attractiveness of market segments
- Chapter 10: Assessing company competitiveness and the portfolio matrix
- Chapter 11: Realizing the full potential of market mapping
- Chapter 12: Predicting channel transformation
-
Chapter 13: Setting marketing objectives and strategies for identified segments
- Marketing objectives: what they are and how they relate to corporate objectives
- How to set marketing objectives
- Competitive strategies
- Where to start – gap analysis
- New product development
- Marketing strategies
- Marketing in a downturn
- Marketing objectives, strategies and profitability – valuing key market segments
- Chapter 13 review
- Exercises
- References
- Chapter 14: Organizational issues in market segmentation
- Chapter 15: Using segmentation to improve performance – a case study
- Index
Product information
- Title: Market Segmentation: How to Do It and How to Profit from It, Revised and updated 4th Edition
- Author(s):
- Release date: December 2012
- Publisher(s): Wiley
- ISBN: 9781118432679
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