紹介
"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.
目次
Foreword Preface and acknowledgements An important note to the reader from the authors List of figures List of tables 1 Market segmentation -- the bedrock of successful marketing 2 Preparing for segmentation -- additional guidelines for success 3 Fast tracking through the segmentation process 4 Determining the scope of a segmentation project 5 Portraying how a market works and identifying decision-makers 6 Developing a representative sample of different decision-makers 7 Accounting for the behaviour of decision-makers 8 Forming market segments out of like-minded decision-makers 9 Determining the attractiveness of market segments 10 Assessing company competitiveness and the portfolio matrix 11 Realizing the full potential of market mapping 12 Predicting channel transformation 13 Setting marketing objectives and strategies for identified segments 14 Organizational issues in market segmentation 15 Using segmentation to improve performance -- a case study Index 483
