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Market Segmentation

Butterworth-Heinemann Title
ISBN: 978-0-7506-5981-9
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Market Segmentation

How to do it, how to profit from it

By Malcolm McDonald and Ian Dunbar

512 pages
Trim Size 7 7/16 X 9 11/16 in
Copyright 2004
USD 51.95, Softcover, Reference

Available: Please call +1-800-545-2522 (7:30am to 7:00pm C.S.T.) for availability

 
Key Features

  • 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

    Description

  • 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.


    Readership

    Undergraduate and postgraduate marketing students, and marketing professionals.

    Contents
    Author Information

    By Malcolm McDonald, Until recently, Professor of Marketing and Deputy Director of Cranfield School of Management and formerly Marketing Director of Canada Dry.; and Ian Dunbar, Has worked with numerous companies around the world in segmentation workshops and research projects. 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

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