یکشنبه 11 تیر 1391
نویسنده: Vanessa Lowell
Handbook of Market Segmentation: Strategic Targeting for Business and Technology Firms (Haworth Series in Segmented, Targeted, and Customized Market) (Haworth ... Segmented, Targeted, and Customized Market) Art Weinstein ebook pdf
ISBN: 0789021560, 9780789033185
A handbook for business and technology marketers that is rich in segmentation theory and case examples. -- Philip Kotler, PhD, S. C. Johnson Professor of International Marketing, Kellogg School of Management, Northwestern University
Insightful... Outstanding, comprehensive. Shows how to manage business segmentation and improve an enterprise's market performance by creating a segmentation-driven organization. -- Wolfgang Ridl, PhD, Head, Global Marketing Development, Sandoz GmbH, Austria
From the Author
The most important thing I’ve learned from working in market segmentation research and strategy for more than 15 years is that few companies get the most from their target marketing. Their top executives advocate the need to be market- or customer-oriented but base their marketing plans on cursory, incomplete, or emotional analyses. They end up with ’fuzzy’ business missions, unclear objectives, information that isn’t decision-oriented, unfocused promotional strategies, and no real plan to attack niche markets. This happens because they haven’t developed an effective strategy for segmenting high-tech and industrial markets. They don’t have a process that introduces and improves their business segmentation planning and execution. What they need is a handbook for improving their organization’s performance in new and existing business markets.
Handbook of Market Segmentation, Third Edition: Strategic Target Marketing for Business and Technology Firm is a state-of-the-art guide to market identification, analysis, selection, and strategy. The book is organized into four parts (segmentation planning, business segmentation bases, implementing segmentation strategy, segmentation strategy cases) and includes applications, case studies, checklists, figures, and tables. Each chapter features a Segmentation Skillbuilder (a field-tested exercise that improves your working knowledge of key business-to-business segmentation topics) and a Business Segmentation Insight (an in-depth look at a key segmentation issue).