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Market Segmentation Success

Sally Dibb | Lyndon Simkin
€84.99
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A01=Lyndon Simkin
A01=Sally Dibb
ABC Sale
attractiveness
Attractiveness Criteria
Author_Lyndon Simkin
Author_Sally Dibb
BCG Growth Share Matrix
behavior
business
business customer insights
Business Strength
buying
Buying Process
Category=KJS
center
Conducting Market Segmentation
consumer behavior research
Consumer Buying Decision Process
criteria
customer targeting strategies
customers
Da Ta
Data
De Ve
Developing Market Segments
DPM
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
Es Ta
Existing Customer Groups
Market Attractiveness Criteria
Market Segmentation
Market Segmentation Literature
Market Segmentation Process
Market Segmentation Success
marketing
marketing practitioner guide
Pa Rti
practical segmentation case studies
process
programs
Segmentation Process
segmentation process optimization
Segmentation Projects
Soya Farmers
Target Market
target market analysis
Target Market Strategy

Product details

  • ISBN 9780789029188
  • Weight: 370g
  • Dimensions: 152 x 229mm
  • Publication Date: 03 Mar 2008
  • Publisher: Taylor & Francis Inc
  • Publication City/Country: US
  • Product Form: Paperback
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Description

Market segmentation is a main aspect of an effective business strategy, but implementation is often difficult and ultimately unsuccessful. Market Segmentation Success: Making It Happen! offers a solid review of the concepts of market segmentation and target market selection, as well as clearly explaining how to create market segments, how to select which customers to target, what problems will be encountered, and how to best overcome these challenges to success. Marketing experts Sally Dibb and Lyndon Simkin use their consultancy-inspired guidance in this easy-to-read text that provides best practice processes, detailed illustrations, and helpful real-world case examples.

Market Segmentation Success: Making It Happen! explores the principles and foundations of segmentation, types of problems reported by practitioners, and offers strategies for solving them. The importance of understanding the customer is discussed at length, along with contrasting approaches to conducting quantitative, qualitative, Greenfield, or evolution segmentation. The authors discuss in detail how to identify, diagnose, and treat segmentation blockers and provide 30 rules for segmentation success. This how-to guidebook shows students, beginners, and even the more seasoned professionals how to improve their efforts for success. The book includes numerous figures and tables to clearly illustrate concepts and data.

Market Segmentation Success: Making It Happen! is an invaluable resource for business practitioners, consultants, educators, and MBA students working on marketing strategy, marketing management, and marketing operations.
About Lyndon Simkin | Sally Dibb
Sally Dibb, PhD, is Professor of Marketing at the innovative Open University Business School in the United Kingdom.Lyndon Simkin, PhD, is a Reader in Strategic Marketing at the University of Warwick, one of the United Kingdom's leading business schools. Their research focuses on market segmentation, targeting strategies, marketing planning, business planning, strategy implementation, and marketing modeling. They have published widely in the academic journals in the United Kingdom and the United States. They are co-authors of Marketing: Concepts and Strategies , and authors of The Market Segmentation Workbook and The Marketing Planning Workbook. Dr. Dibb and Dr. Simkin are married and live in Kenilworth, Warwickshire in the United Kingdom, and have six children.

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