{"product_id":"market-segmentation-9781118432679","title":"Market Segmentation","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eNothing in business works unless markets are correctly defined, mapped, quantified and segmented. This title provides a structured approach to getting market segmentation right. It is suitable for professionals and students.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eForeword vii\u003c\/p\u003e \u003cp\u003ePreface and acknowledgements ix\u003c\/p\u003e \u003cp\u003eAn important note to the reader from the authors xi\u003c\/p\u003e \u003cp\u003eList of figures xv\u003c\/p\u003e \u003cp\u003eList of tables xix\u003c\/p\u003e \u003cp\u003e1 Market segmentation – the bedrock of successful marketing 1\u003c\/p\u003e \u003cp\u003e2 Preparing for segmentation – additional guidelines for success 21\u003c\/p\u003e \u003cp\u003e3 Fast tracking through the segmentation process 47\u003c\/p\u003e \u003cp\u003e4 Determining the scope of a segmentation project 71\u003c\/p\u003e \u003cp\u003e5 Portraying how a market works and identifying decision-makers 105\u003c\/p\u003e \u003cp\u003e6 Developing a representative sample of different decision-makers 143\u003c\/p\u003e \u003cp\u003e7 Accounting for the behaviour of decision-makers 213\u003c\/p\u003e \u003cp\u003e8 Forming market segments out of like-minded decision-makers 255\u003c\/p\u003e \u003cp\u003e9 Determining the attractiveness of market segments 303\u003c\/p\u003e \u003cp\u003e10 Assessing company competitiveness and the portfolio matrix 329\u003c\/p\u003e \u003cp\u003e11 Realizing the full potential of market mapping 349\u003c\/p\u003e \u003cp\u003e12 Predicting channel transformation 369\u003c\/p\u003e \u003cp\u003e13 Setting marketing objectives and strategies for identified segments 407\u003c\/p\u003e \u003cp\u003e14 Organizational issues in market segmentation 449\u003c\/p\u003e \u003cp\u003e15 Using segmentation to improve performance – a case study 469\u003c\/p\u003e \u003cp\u003eIndex 481\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49406868291927,"sku":"9781118432679","price":35.15,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781118432679.jpg?v=1730497390","url":"https:\/\/bookcurl.com\/products\/market-segmentation-9781118432679","provider":"Book Curl","version":"1.0","type":"link"}