The Market Segmentation Workbook: Target Marketing for Marketing Managers

Передняя обложка
Routledge, 1996 - Всего страниц: 219
Segmentation involves the identification of target customer groups by their requirements and buying characteristics. But how should a company decide on which groups to reach and how to market to them? This workbook explains the key aims behind the segmentation process and shows you in a step-by-step plan how to build up a strategy for identifying and targeting segments effectively.

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Heritage Marketing
Shashi Misiura
Недоступно для просмотра - 2006

Об авторе (1996)

Sally Dibb is Professor in Marketing and Society, Centre for Business in Society, Coventry University, UK. Lyndon Simkin is Executive Director of the Centre for Business in Society and Professor of Strategic Marketing in the Faculty of Business and Law, Coventry University, UK.

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