This workbook explains the key aims behind the segmentation process and shows how to build up a strategy for identifying and targeting segments effectively.

About the Author
Sally Dibb is Professor in Marketing and Society, Centre for Business in Society, Coventry University, UK. Lyndon Simkin is Executive Director of the Centre for Business in Society and Professor of Strategic Marketing in the Faculty of Business and Law, Coventry University, UK.

Reviews
PART 1: SCENE SETTING: MARKET SEGMENTATION PROCESS 1. Introduction 2. The Segmentation Process PART 2: 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 Positionings Analyses 7 - The Strength of the Portfolio - Future Directions PART 3: STRATEGY 1. Strategy Recommendations PART 4: PROGRAMMES FOR IMPLEMENTATION 1. Marketing Programmes 2. Resources, Schedules, Responsibilities, Implications and On-Going Requirements



Book Information
ISBN 9780415118927
Author Sally Dibb
Format Paperback
Page Count 240
Imprint Cengage Learning EMEA
Publisher Cengage Learning EMEA
Weight(grams) 522g
Dimensions(mm) 233mm * 154mm * 12mm