Market Segmentation : How to Do It, How to Profit from It

McDonald, Malcolm, Dunbar, Ian

ISBN 10: 0750659815 ISBN 13: 9780750659819

Verlag: Elsevier Science & Technology, 2004

Sprache: Englisch

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Bibliografische Details

Titel

Market Segmentation : How to Do It, How to Profit from It

Verlag

Elsevier Science & Technology

Erscheinungsjahr

2004

Sprache

Englisch

ISBN-10

0750659815

ISBN-13

9780750659819

Einband

Softcover

Auflage

New Ed.

Zustand

Good

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�ber diesen Titel

Inhaltsangabe

* 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.

�ber die Autorinnen und Autoren

MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.

A segmentation practitioner with extensive experience in segmenting markets for a wide range of business sectors. Since establishing the Market Segmentation Company with Malcolm McDonald in 1995, Ian 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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