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Market Segmentation : How to Do It, How to Profit from It. 2nd ed. 市場細分化 第2版
・ISBN 978-0-333-73370-7 hard
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・ISBN 978-0-333-73369-1 paper GB£ 69.99
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-1-350-49016-1
| 著者・編者 | McDonald, Malcolm / Dunbar, I., |
|---|---|
| 出版社 | (Macmillan, UK) |
| 出版年月 | 1998 |
| ページ数 | 376 pp. |
| 言語 | ENG |
| ニュース番号 | ＜439-506＞ |
解説
This is a major revision of the first edition of "Market Segmentation". In today's marketplace, effectively segmenting the market in order to target profitable customers can be the key to many companies' own profitability and growth. First published in 1995, this book aimed to help practitioners tackle this issue head on, providing step-by-step guidance through the terrain of market segmentation. Since its publication the authors have further extended their experience, working with numerous international companies successfully segmenting their markets, experience which is reflected in this new edition. This work is now written in a more accessible style and incorporates lessons learnt from working with a wide range of companies in a variety of markets over many years. Containing a new worked case study, this book provides practical guidance to the subject and is a aimed at all business professionals, and business or marketing students studying specialist course in market segmentation.