Market Segmentation: How to do it and how to profit from it, revised and updated 4th Edition is the only book that spells out a totally dispassionate, systematic process for arriving at genuine, needs-based segments that can enable organizations to escape from the dreay, miserable, downward pricing spiral which results from getting market segmentation wrong.
Nothing in business works unless markets are correctly defined, mapped, quantified and segmented. Why else have hundreds of billions of dollars been wasted on excellent initiatives such as TQM, BPR, Balanced Scorecards, Six Sigma, Knolwedge Management, Innovation, Relationship Marketing and, latterly, CRM? The answer, of course, is because of a structured approach to market segmentation.
Market Segmentation: How to do it and how to profit from it, revised and updated 4th Edition provides a structured, no-nonsense approach to getting market segmentation right. It is an essential text for professionals and students based on a wealth of practical experience and packed with examples and easily used checklists.
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