Sally Dibb, Lyndon Simkin

Market Segmentation Success (eBook, ePUB)

Making It Happen!

• Format: ePub

Produktbeschreibung

Market segmentation is a main aspect of an effective business strategy, but implementation is often difficult and ultimately unsuccessful. Market Segmentation Success: Making It Happen! offers a solid review of the concepts of market segmentation and target market selection, as well as clearly explaining how to create market segments, how to select

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 204
• Erscheinungstermin: 3. März 2008
• Englisch
• ISBN-13: 9781136772450
• Artikelnr.: 45131810

Autorenporträt

Sally Dibb, PhD, is Professor of Marketing at the innovative Open University Business School in the United Kingdom.Lyndon Simkin, PhD, is a Reader in Strategic Marketing at the University of Warwick, one of the United Kingdom's leading business schools. Their research focuses on market segmentation, targeting strategies, marketing planning, business planning, strategy implementation, and marketing modeling. They have published widely in the academic journals in the United Kingdom and the United States. They are co-authors of Marketing: Concepts and Strategies , and authors of The Market Segmentation Workbook and The Marketing Planning Workbook. Dr. Dibb and Dr. Simkin are married and live in Kenilworth, Warwickshire in the United Kingdom, and have six children.

Inhaltsangabe

Preface. Acknowledgments. Chapter 1. An Overview of Segmentation,
Targeting, and Positioning. Chapter 2. Understanding and Overcoming Market
Segmentation Barriers. Chapter 3. Understanding Consumers or Business
Customers. Chapter 4. Contrasting Approaches to Conducting Market
Segmentation. Chapter 5. Determining Segment Targets. Chapter 6.
Identifying, Diagnosing, and Treating Segmentation Blockers. Chapter 7.
Essential Lessons and the Thirty Rules for Segmentation Success.
References. Index.