Book description
Market Segmentation: How to do it and how to profit from it,
revised and updated 4th Edition is the only book that spells out
a totally dispassionate, systematic process for arriving at genuine,
needs-based segments that can enable organizations to escape from the
dreay, miserable, downward pricing spiral which results from getting
market segmentation wrong.
Nothing in business works unless markets are correctly defined,
mapped, quantified and segmented. Why else have hundreds of billions
of dollars been wasted on excellent initiatives such as TQM, BPR,
Balanced Scorecards, Six Sigma, Knolwedge Management, Innovation,
Relationship Marketing and, latterly, CRM? The answer, of course, is
because of a structured approach to market segmentation.
Market Segmentation: How to do it and how to profit from it,
revised and updated 4th Edition provides a structured,
no-nonsense approach to getting market segmentation right. It is an
essential text for professionals and students based on a wealth of
practical experience and packed with examples and easily used checklists.
Malcolm McDonald was recently cited as one of the top marketing
gurus in the world, along with Philip Kotler and Michael Porter and,
in a 2006 Times HE piece, he was named as one of the top ten
consultants in the UK. He is now Emeritus Professor at Cranfield
University School of Management where, until recently, he was
Professor of Marketing and Deputy Director. Formerly Marketing
Director of Canada Dry, he is Chairman of six companies and works with
many of the operating boards of the world's biggest multinationals on
every continent. He is the author of over 40 books, many of which have
been translated into several foreign languages and has published
hundreds of articles and papers.
Although retiring from his teaching role, Malcolm continues to
research and teach at Cranfield and other universities around the
world and to promote himself via speaking engagements, visiting
lectures, and consultancy.
Ian Dunbar is a segmentation practitioner with extensive, hands
on 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 ensuring their segmentation projects deliver the
insights required for successful marketing strategies. 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.
