How to Do it, How to Profit from it New edition
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Market Segmentation by Malcolm McDonald
Book DescriptionMcDonald 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. It is an highly developed and well illustrated treatment of a key marketing technique. It is usable by students and executives, for whom the practical, step-by-step approach is designed.
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Book DetailsISBN: 9780750659819
(246mm x 189mm x 25mm)
Imprint: Butterworth-Heinemann Ltd
Publisher: Elsevier Science & Technology
Publish Date: 18-Sep-2004
Country of Publication: United Kingdom
Books By Author Malcolm McDonald
Malcolm McDonald on Marketing Planning, Paperback (November 2016)
Provides clear and concise guidance to the benefits of rigorous marketing planning, and shows how to produce a marketing plan which works in the real world.
Marketing Value Metrics, Paperback (October 2014)
Introduces and guides readers through a metrics model that shows how marketing systematically contributes to shareholder value and also provides a metrics-based framework for developing and implementing marketing strategies that are measurable and accountable.
MBA Marketing, Paperback (December 2013)» View all books by Malcolm McDonald
This book covers all of the core topics in marketing and is written and designed specifically for the needs of MBA students. Assuming no prior knowledge, this text covers the basics before quickly moving on to explore more advanced issues and concepts. It is strongly grounded in theory and linked to best practice, and is the ideal MBA course text.
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Author Biography - Malcolm McDonald
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.
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