The Market Segmentation Workbook by Sally Dibb

The Market Segmentation Workbook by Sally Dibb

This workbook explains the key aims behind the segmentation process and shows how to build up a strategy for identifying and targeting segments effectively.

PART 1: SCENE SETTING: MARKET SEGMENTATION PROCESS 1Introduction 2. The Segmentation Process PART 2: CORE ANALYSES Analyses 1 - Existing Segments/Sectors Analyses 2 - Market Trends and The Marketing Environment Analyses 3 - SWOT Analysis: Strengths, Weaknesses, Opportunities and Threats Analyses 4 - Customer Needs, Expectations and Buying Processes Analyses 5 - Competition I - Competitive Stances and Strategies Analyses 6 - Competition II - Basis for Competing and Brand Positionings Analyses 7 - The Strength of the Portfolio - Future Directions PART 3: STRATEGY 1. Strategy Recommendations PART 4: PROGRAMMES FOR IMPLEMENTATION 1. Marketing Programmes 2. Resources, Schedules, Responsibilities, Implications and On-Going Requirements

Sally Dibb is Professor in Marketing and Society, Centre for Business in Society, Coventry University, UK. Lyndon Simkin is Executive Director of the Centre for Business in Society and Professor of Strategic Marketing in the Faculty of Business and Law, Coventry University, UK.

SKU	Unavailable
ISBN 13	9780415118927
ISBN 10	0415118921
Title	The Market Segmentation Workbook
Author	Sally Dibb
Condition	Unavailable
Binding Type	Paperback
Publisher	Cengage Learning EMEA
Year published	1996-02-22
Number of pages	240
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.