Market Segmentation: How to Do It and How to Profit from It, Revised and updated 4th Edition

Contents

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

Perception is everything

The state of marketing

The central role of market segmentation

Segmentation process summary

Marketing objectives and strategies

Chapter 1 review

References

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

Process structure

Phase 1 – Developing segments

Phase 2 – Prioritizing and selecting segments

Chapter 3 review

Chapter 4: Determining the scope of a segmentation project

Geographic scope

Defining markets

Sizing the specified market

Process check

Further examples

Exercises

Reference

Chapter 5: Portraying how a market works and identifying decision-makers

Constructing your market map

Market leverage points

Selecting the junction to be segmented

Testing current views about segments: preliminary segments

Process check

Further examples

Exercises

Chapter 6: Developing a representative sample of different decision-makers

The components of a ‘micro-segment’ ...