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.

Market Segmentation: How to do it and how to profit fromit, revised and updated 4th Edition is the only book thatspells out a totally dispassionate, systematic process for arrivingat genuine, needs-based segments that can enable organizations toescape from the dreay, miserable, downward pricing spiral whichresults from getting market segmentation wrong.Nothing in business works unless markets are correctly definedmapped, quantified and segmented. Why else have hundreds ofbillions of dollars been wasted on excellent initiatives such asTQM, BPR, Balanced Scorecards, Six Sigma, Knolwedge ManagementInnovation, Relationship Marketing and, latterly, CRM? The answerof course, is because of a structured approach to marketsegmentation.Market Segmentation: How to do it and how to profit fromit, revised and updated 4th Edition provides a structuredno-nonsense approach to getting market segmentation right. It is anessential text for professionals and students based on a wealth ofpractical experience and packed with examples and easily usedchecklists.

Foreword viiPreface and acknowledgements ixAn important note to the reader from the authors xiList of figures xvList of tables xix1 Market segmentation - the bedrock of successful marketing 12 Preparing for segmentation - additional guidelines for success 213 Fast tracking through the segmentation process 474 Determining the scope of a segmentation project 715 Portraying how a market works and identifying decision-makers 1056 Developing a representative sample of different decision-makers 1437 Accounting for the behaviour of decision-makers 2138 Forming market segments out of like-minded decision-makers 2559 Determining the attractiveness of market segments 30310 Assessing company competitiveness and the portfolio matrix 32911 Realizing the full potential of market mapping 34912 Predicting channel transformation 36913 Setting marketing objectives and strategies for identified segments 40714 Organizational issues in market segmentation 44915 Using segmentation to improve performance - a case study 469Index 481