Market Segmentation

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 defined,mapped, quantified and segmented. Why else have hundreds ofbillions of dollars been wasted on excellent initiatives such asTQM, BPR, Balanced Scorecards, Six Sigma, Knolwedge Management,Innovation, Relationship Marketing and, latterly, CRM? The answer,of 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 structured,no-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.