Description
Practitioners and students are always faced with a baffling array of possibilities when confronting the difficulties of segmenting markets. Few guidelines exist to enable managers to make sense of the confusing array of data and information available to them.
This book is the first of its kind to tackle these problems head on in a thoroughly practical way. Its methodology was painstakingly developed and tested on twenty blue chip companies, all of whom benefited from a new creative approach.
This is a major text in an area of explosive growth in business and management, and will be a must for all professionals.
ISBN:9780333637234
