Image from Syndetics
The market segmentation workbook : target marketing for marketing managers / Sally Dibb and Lyndon Simkin.
By: Dibb, Sally
.
Contributor(s): Simkin, Lyndon.
Material type: 
BookPublisher: London : Routledge, 1996Description: xvii, 219 p. : ill. ; 24 cm.ISBN: 0415118921.Subject(s): Marketing -- Management | Market segmentationDDC classification: 658.835
Contents:
Section I: Scene setting: The market segmentation process -- Section II: Core analyses -- Section III: Strategy -- Section IV: Programmes for implementation.
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
| General Lending | MTU Bishopstown Library Lending | 658.835 (Browse shelf(Opens below)) | 1 | Available | 00085581 |
Total holds: 0
Enhanced descriptions from Syndetics:
This workbook explains the key aims behind the segmentation process and shows how to build up a strategy for identifying and targeting segments effectively.
Bibliography: (pages 210-213) and index.
Section I: Scene setting: The market segmentation process -- Section II: Core analyses -- Section III: Strategy -- Section IV: Programmes for implementation.
Table of contents provided by Syndetics
- Section I Scene Setting - Market Segmentation Process
- 1 Introduction
- 2 The Segmentation Process
- Section II Core Analyses
- Analyses 1 Existing Segments/Sectors
- Analyses 2 Market Trends and The Marketing Environment
- Analyses 3 SWOT Analysis: Strengths, Weaknesses, Opportunities and Threats
- Analyses 4 Customer Needs, Expectations and Buying Processes
- Analyses 5 Competition I - Competitive Stances and Strategies
- Analyses 6 Competition II - Basis for Competing and Brand Positioning
- Analyses 7 The Strength of the Portfolio - Future Directions
- Section III Strategy
- 1 Strategy Recommendations
- Section IV Programmes for Implementation
- 1 Marketing Programmes
- 2 Resources, Schedules, Responsibilities, Implications and On-Going Requirements