* McDonald 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. * Highly developed and well illustrated treatment of a key marketing technique * Usable by students and executives, for whom the practical, step-by-step approach is designed * Leading author team in the fieldWhy Micro-segments Innovative/newProven/traditional Healthy crop/grass Healthy stock Sophistication Maximum output ... a growing preference in the UK market for self-catering holidays, while some of its competitors have not caught on so.
|Author||:||Malcolm McDonald, Ian Dunbar|
|Publisher||:||Butterworth-Heinemann - 2004|