Market Segmentation: How to Do It, How to Profit from It

Abstract

Foreword vii Preface and acknowledgements ix An important note to the reader from the authors xi List of figures xv List of tables xix 1 Market segmentation the bedrock of successful marketing 1 2 Preparing for segmentation additional guidelines for success 21 3 Fast tracking through the segmentation process 47 4 Determining the scope of a segmentation project 71 5 Portraying how a market works and identifying decision-makers 105 6 Developing a representative sample of different decision-makers 143 7 Accounting for the behaviour of decision-makers 213 8 Forming market segments out of like-minded decision-makers 255 9 Determining the attractiveness of market segments 303 10 Assessing company competitiveness and the portfolio matrix 329 11 Realizing the full potential of market mapping 349 12 Predicting channel transformation 369 13 Setting marketing objectives and strategies for identified segments 407 14 Organizational issues in market segmentation 449 15 Using segmentation to improve performance a case study 469 Index 481

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