7 7/16 X 9 11/16 in Foreword
Preface and acknowledgements
An imp ortant note to the reader from the authors
1 The state of marketing
2 The central role of market segmentation in pro fitable growth
3 Preparing for segmentation avoiding the big mistakes
4 Determining the scope of a segmentation pr oject
5 Portraying how a market works and identifying deci sion-makers
6 Developing a representative sample of differ ent decision-makers
7 Accounting for the behaviour of deci sion-makers
8 Forming market segments out of like-minded d ecision-makers
9 Determining the attractiveness of market segments
10 Assessing company competitiveness and the port folio matrix
11 Realizing the full potential of market map ping
12 Predicting market transformation
13 Setting marketing objectives and strategies for identified segments
14 Organisational issues in market segmentation
15 Using segmentation to improve performance a case study