Explains the key aims behind the segmentation process and shows how to build up a strategy for identifying and targeting segments effectively.
The Market Segmentation Workbook Zusammenfassung
The Market Segmentation Workbook: Target Marketing for Marketing Managers Sally Dibb (Coventry University, UK)
This workbook explains the key aims behind the segmentation process and shows how to build up a strategy for identifying and targeting segments effectively.
The Market Segmentation Workbook Bewertungen
PART 1: SCENE SETTING: MARKET SEGMENTATION PROCESS 1. Introduction 2. The Segmentation Process PART 2: CORE ANALYSES Analyses 1 - Existing Segments/Sectors Analyses 2 - Market Trends and The Marketing Environment Analyses 3 - SWOT Analysis: Strengths, Weaknesses, Opportunities and Threats Analyses 4 - Customer Needs, Expectations and Buying Processes Analyses 5 - Competition I - Competitive Stances and Strategies Analyses 6 - Competition II - Basis for Competing and Brand Positionings Analyses 7 - The Strength of the Portfolio - Future Directions PART 3: STRATEGY 1. Strategy Recommendations PART 4: PROGRAMMES FOR IMPLEMENTATION 1. Marketing Programmes 2. Resources, Schedules, Responsibilities, Implications and On-Going Requirements
Über Sally Dibb (Coventry University, UK)
SALLY DIBB Professor in Marketing and Society, Centre for Business in Society, Coventry University, UK. Executive Director of the Centre for Business in Society and Professor of Strategic Marketing in the Faculty of Business and Law, Coventry University, UK.
Inhaltsverzeichnis
SECTION I: SCENE SETTING - MARKET SEGMENTATION PROCESS. 1. Introduction. 2. The Segmentation Process. SECTION II: CORE ANALYSES. Analyses 1 - Existing Segments/Sectors. Analyses 2 - Market Trends and The Marketing Environment. Analyses 3 - SWOT Analysis: Strengths, Weaknesses, Opportunities and Threats. Analyses 4 - Customer Needs, Expectations and Buying Processes. Analyses 5 - Competition I - Competitive Stances and Strategies. Analyses 6 - Competition II - Basis for Competing and Brand Positioning. Analyses 7 - The Strength of the Portfolio - Future Directions. SECTION III: STRATEGY. 1. Strategy Recommendations. SECTION IV: PROGRAMMES FOR IMPLEMENTATION. 1. Marketing Programmes. 2. Resources, Schedules, Responsibilities, Implications and On-Going Requirements.
Zusätzliche Informationen
GOR002327281
9780415118927
0415118921
The Market Segmentation Workbook: Target Marketing for Marketing Managers Sally Dibb (Coventry University, UK)
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