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Handbook of Market Segmentation


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Table of Contents

  • Preface
  • Acknowledgments
  • Chapter 1. Market Segmentation: An Overview
  • Segmentation: The Key to Marketing Success
  • Segmentation in Action
  • Segmentation Options
  • Business Segmentation Insight 1: Segmentation Research Findings in High-Tech and Industrial Markets
  • Nichemanship: Segmented Marketing at Its Best
  • The Benefits of Segmentation
  • Limitations of Segmentation
  • Segmentation Skillbuilder 1: How Well Is Your Company Using Segmentation Techniques?
  • Segmentation: Some Misunderstandings Resolved
  • Summary
  • Chapter 2. Market Definition and Segmentation in B2B Markets
  • The Market Definition Challenge
  • Business Segmentation Insight 2: Mission, Vision, and Market Definition
  • A Strategic Market Definition Framework
  • Market Definition Applications Based on the Framework
  • Segmentation Skillbuilder 2: Defining Your Market A Three-Level Approach
  • Summary
  • Chapter 3. Segmentation Planning and Research Guidelines for Business Marketers
  • Segmentation Roadblocks
  • Using Planning and Research to Segment Business Markets: A Ten-Point Program
  • Segmentation Skillbuilder 3: Designing the Segmentation Study
  • Business Segmentation Insight 3: Segmentation Research An Assessment
  • Summary
  • Appendix: Internet Segmentation Business Marketing Applications
  • Chapter 4. Geographics and Firmographics
  • Geographic Segmentation Bases
  • Segmentation Skillbuilder 4: Defining Geographic Markets
  • Business Segmentation Insight 4: How a Major Pharmaceutical Company Uses Geographic Sales to Segment Its Markets
  • Tapping Census Products for Geographics and Business Demographics
  • Firmographics
  • Summary
  • Chapter 5. Usage Analysis
  • End Use Analysis
  • Usage Segmentation
  • Conceptualizing and Operationalizing Usage Dimensions
  • Business Segmentation Insight 5: Usage Segmentation Applications
  • Assessment of the Usage Dimension
  • Segmentation Skillbuilder 5: Usage Analysis Key Issues
  • Summary
  • Chapter 6. Benefit Segmentation
  • Concepts and Applications of Benefit Segmentation
  • Business Segmentation Insight 6: Customer Value and Benefits
  • Pros and Cons of Benefit Segmentation
  • Three Brief Examples of Benefit Segmentation in Business Markets
  • Segmentation Skillbuilder 6: Using Segmentation Grids to Identify Benefit Segments for Your Company
  • Summary
  • Chapter 7. Purchasing Behavior and Organizational Psychographics
  • How Business Markets Are Different
  • The Nested Approach
  • Business Segmentation Insight 7: In Conversation with Dr. Benson P. Shapiro
  • Segmentation Skillbuilder 7: Using the Nested Approach to Segment Your Market
  • Business Psychographics
  • Buyer Adopter Categories
  • Summary
  • Chapter 8. Strategic Target Marketing
  • Target Market Strategy Formulation
  • The Three Basic Steps to Strategy Formulation
  • Business Segmentation Insight 8: Guidelines on Market Segment Attractiveness
  • Segmentation Strategy Development
  • Business Segmentation and the Marketing Mix
  • Segmentation Skillbuilder 8: Target Market Strategy Worksheet
  • Target Market Strategy: An Application
  • Summary
  • Chapter 9. Enhancing Segmentation's Value
  • Creating a Segmentation-Driven Organization
  • Business Segmentation Insight 9: How H

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