| 商家名称 |
信用等级 |
购买信息 |
订购本书 |
|
|
 |
Market Segmentation: How to do it, how to profit from it |
 |
|
|
Market Segmentation: How to do it, how to profit from it |
|
基本信息·出版社：A Butterworth-Heinemann Title
·页码：512 页
·出版日期：2004年10月
·ISBN：0750659815
·条形码：9780750659819
·装帧：平装
·正文语种：英语
内容简介 * 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
作者简介 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.^A segmentation practitioner with extensive experience in segmenting markets for a wide range of business sectors. Since establishing the Market Segmentation Company with Malcolm McDonald in 1995, Ian has worked with numerous companies around the world in segmentation workshops and research projects. He has held senior marketing positions in companies from both the service and manufacturing sectors and obtained his MBA from Cranfield University School of Management in the UK.
编辑推荐 Review "...an extremely welcome text... balancing confidence in its topic with accessibility and clarity." - Bryn Parry, Senior Lecturer, Southampton Business School, UK "Mason's book is a digest of the theory and practice of management and planning of tourism impact. Succinctly and clearly written it provides an excellent introduction to the subject. The book contains many well thought out case studies from many different countries and on a wide variety of topics. Many of them are based directly on the work of the author and his research associates. This first hand approach adds credibility to much of what is discussed in the book." -Keith Dewar, University of New Brunswick, Saint John, Canada
"...an extremely welcome text... balancing confidence in its topic with accessibility and clarity."
Bryn Parry, Senior Lecturer, Southampton Business School, UK --
Review Review "...an extremely welcome text... balancing confidence in its topic with accessibility and clarity."
- Bryn Parry, Senior Lecturer, Southampton Business School, UK
"Mason's book is a digest of the theory and practice of management and planning of tourism impact. Succinctly and clearly written it provides an excellent introduction to the subject.
The book contains many well thought out case studies from many different countries and on a wide variety of topics. Many of them are based directly on the work of the author and his research associates. This first hand approach adds credibility to much of what is discussed in the book."
-Keith Dewar, University of New Brunswick, Saint John, Canada
专业书评 Market Segmentation is the only book in the world that spells out a totally dispassionate, systematic process for arriving at genuine, needs-based segments that can enable organisations to escape from the dreary, 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, Knowledge Management, Innovation, Relationship Marketing and, latterly, CRM? The answer, of course, is because of a lack of a structured approach to market segmentation.
