Description
Market Segmentation, 2nd edition is written in an even more accessible style and incorporates valuable lessons learnt from working with a wide range of companies in a variety of markets over many years. Containing a new worked case study, this book provides practical guidance to the subject and is a must-read for all business professionals.
Malcolm McDonald is the author of more than 20 books, including "Marketing: An Introductory Text" (with Martin Christopher) and is the editor of the "Journal of International Marketing" and the "Journal of Marketing Practice".
About the Author
MALCOLM MCDONALD is Professor of Marketing Strategy, Chairman of the Cranfield Marketing Planning Centre and Director of the Institute for Advanced Research in Marketing at the Cranfield University School of Management. He has extensive industrial experience and has run many workshops on marketing planning in the UK and elsewhere. He is the author of more than twenty books, including Marketing: An Introductory Text (with Martin Christopher) and is the editor of the Journal of International Marketing and the Journal of Marketing Practice.
IAN DUNBAR has held senior marketing positions in companies from both the service and manufacturing sectors, and has worked with Malcolm McDonald on a range of marketing initiatives within these companies. He runs seminars and workshops on segmentation for a variety of businesses and is also the Managing Director of TSD Sigma Ltd, a marketing services company based in Brighton.
Book Information
ISBN 9780333733691
Author M. McDonald
Format Paperback
Page Count 376
Imprint Red Globe Press
Publisher Bloomsbury Publishing PLC
Weight(grams) 609g