Authors of the highly influential Market Segmentation: How to do it and how to profit from it
Expert practitioners in the application and use of market segmentation in business
Segmentation, correctly applied, has a profound impact on the success of customer-led strategies …
4th edition 2010
Successful segmentation requires:
- understanding the market as it really is, not as you would prefer it to be — how we work
- a clear and appropriate definition of the market to be segmented — project parameters
- focusing on key decision-makers — market mapping
- insight into how you win and retain different customer groups — market segmentation
Successful segmentation delivers:
- real benefits to your customers, your business and, ultimately, your shareholders — strategy & profitability
… in practice, our approach to segmentation produces spectacular results.
- downloads
- streamlined process
- book (with fast track chapter)
Download a free market segmentation presentation by Professor Malcolm McDonald
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There are no boundaries, either geographic or by type of business, to the application of our approach to segmentation. The Market Segmentation
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