Market Segmentation by Malcolm Mcdonald
Effectively segmenting the market in order to target profitable customers can be the key to many companies' own profitability and growth. This book provides step-by-step guidance through the terrain of market segmentation.MALCOLM MCDONALD is Professor of Marketing Strategy, Chairman of the Cranfield Marketing Planning Centre and Director of the Institute for Advanced Research in Marketing at the Cranfield University School of Management. He has extensive industrial experience and has run many workshops on marketing planning in the UK and elsewhere. He is the author of more than twenty books, including Marketing: An Introductory Text (with Martin Christopher) and is the editor of the Journal of International Marketing and the Journal of Marketing Practice.
IAN DUNBAR has held senior marketing positions in companies from both the service and manufacturing sectors, and has worked with Malcolm McDonald on a range of marketing initiatives within these companies. He runs seminars and workshops on segmentation for a variety of businesses and is also the Managing Director of TSD Sigma Ltd, a marketing services company based in Brighton.
| SKU | Unavailable |
| ISBN 13 | 9780333733691 |
| ISBN 10 | 033373369X |
| Title | Market Segmentation |
| Author | Malcolm Mcdonald |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Bloomsbury Publishing PLC |
| Year published | 1998-05-29 |
| Number of pages | 376 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |