The Market Segmentation Workbook: Target Marketing for Marketing Managers

by Sally Dibb and Lyndon Simkin

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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"

Related Subjects

Accounting Accounting & Finance Advertising Business Business & Finance Business & Investing Economics Education Education & Reference Instruction Methods

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The Market Segmentation Workbook: Target Marketing for Marketing Managers

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