Handbook of Market Segmentation

Develop a successful strategy for segmenting high-tech and industrial markets! Whether it's due to a lack of focus, lack of time, or just bad planning, most companies fall short of the mark in their target marketing. Handbook of Market Segmentation, Third Edition: Strategic Target Marketing for Busi [...]
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Develop a successful strategy for segmenting high-tech and industrial markets! Whether it's due to a lack of focus, lack of time, or just bad planning, most companies fall short of the mark in their target marketing. Handbook of Market Segmentation, Third Edition: Strategic Target Marketing for Business and Technology Firms is a practical, how-to guide to what market leaders already know about defining, segmenting, and targeting business markets: how to assess customer needs; how to gauge the competition; and how to maximize corporate resources. The latest edition of this marketing classic combines content and features from the previous editions with an emphasis on successful practices in segmentation and research that puts the latest thinking from the business and academic communities at your fingertips. Handbook of Market Segmentation, Third Edition: Strategic Target Marketing for Business and Technology Firm is a state-of-the-art guide to market identification, analysis, selection, and strategy. The book is organized into four parts (segmentation planning, business segmentation bases, implementing segmentation strategy, segmentation strategy cases) and includes applications, case studies, checklists, figures, and tables. Each chapter features a Segmentation Skillbuilder (a field-tested exercise that improves your working knowledge of key business-to-business segmentation topics) and a Business Segmentation Insight (an in-depth look at a key segmentation issue). Handbook of Market Segmentation, Third Edition: Strategic Target Marketing for Business and Technology Firms examines: how to conduct effective, cost-efficient, and profitable segmentation studies segmentation options such as differentiation and niche marketing defining business markets a 10-point program for segmenting business markets (planning and research) business segmentation bases (geographics, firmographics, benefits, usage, purchasing behavior) how North Ameri