Market Segmentation: A Step-By-Step Guide to Profitable New Business (Marketing for Managers)

This volume sets out to provide a focused approach to winning the "game" of marketing. It answers the central issues facing any business, such as: Which groups of users should you serve? With whom will you compete? How can you outperform them? Using a step-by-step approach, the author points the way through the various stages of identification, implementation and maintenance of a coherent market segmentation strategy. This approach allows any manager, in any market, to realize new business opportunities via a series of logical stages.