Key Features

• 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 field

Description

• 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.

Readership

Undergraduate and postgraduate marketing students, and marketing professionals.