Market segmentation : a step-by-step approach to creating profitable market segments

Abstract

Preparing for Segmentation - Market Mapping - Who Buys - What, Where, When and How - Who Buys What, Where, When and How - Why is it Bought - Segmentation: Stage 1 - Segmentation: Stage 2 - Segmentation Attractiveness - Company Competitiveness and the Portfolio Matrix - Selling Marketing Objectives and Strategies for Identified Segments - Organisational Issues in Market Segmentation - The Contribution of Segmentation to Business Planning: a Case Study - Appendix: Customer Classification Systems