Malcolm McDonald, Ian Dunbar

Market Segmentation (eBook, PDF)

How to do it, how to profit from it

• Format: PDF

Produktbeschreibung

* McDonald and Dunbar are the leading author team in this area
* Segmentation and marketing mapping are core areas of the marketing syllabus, and there is much that is new as a result of the new segmentation possibilities from e-marketing and e-business
* The book has a textbook feel, which highlights the diagrams and market maps (key elements of the book)

This is a key book, in a vital area. The Butterworth-Heinemann edition of what was previously published by MacMillian, is a thoroughly revised and updated version.

* Highly developed and well illustrated treatment of a key marketing technique
* Usable by students and executives, for whom the practical, step-by-step approach is designed
* Leading author team in the field

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Produktdetails

• Verlag: Elsevier Science & Techn.
• Seitenzahl: 512
• Erscheinungstermin: 18. September 2004
• Englisch
• ISBN-13: 9780080479194
• Artikelnr.: 38114260

Autorenporträt

MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.