Books

The books listed below are excellent reference material for those involved in market segmentation and marketing planning.

Practitioners will find the selected books shown here invaluable aids in developing their segmentation and marketing planning skills. Both are written with clarity and insight, but above all they are practical in the real world of commerce.

Both books can be bought online from their publisher.

'Market Segmentation - how to do it and how to profit from it' - the classic text from McDonald and Dunbar now in its fourth edition

Market Segmentation:
How to do it and
how to profit from it

ISBN 978-1-118-43267-9

Buy it online

'Marketing Plans - How to prepare them; how to use them' - an outstanding text by Prof M. McDonald, now in its sixth edition

Marketing Plans:
How to prepare them,
how to use them

ISBN 978-0470669976

Buy it online

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