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Market Segmentation: How to do it, how to profit from it
Rok: 2004
ISBN: 9780750659819
NKP-CNB: boa001-muni.000676239
OKCZID: 110865282
Citace (dle ČSN ISO 690):
MCDONALD, Malcolm. Market segmentation: how to do it, how to profit from it. 1st ed. Amsterdam: Elsevier, 2004. xxv, 465 s.
Anotace
* 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. * 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