The Market Segmentation Workbook: Target Marketing for Marketing Managers

by Sally Dibb and Lyndon Simkin

Book Overview

Segmentation involves the identification of target customer groups by their requirements and buying characteristics. But how should a company decide on which groups to reach and how to market to them? This workbook explains the key aims behind the segmentation process and shows you in a step-by-step plan how to build up a strategy for identifying and targeting segments effectively.

• Format: Paperback
• Language: English
• ISBN: 0415118921
• ISBN13: 9780415118927
• Release Date: February 1996
• Publisher: Cengage Learning
• Length: 240 Pages
• Weight: 1.15 lbs.
• Dimensions: 0.5" x 6.1" x 9.2"