Market Segmentation
How to Do It, How to Profit From It - 2nd Edition

By Malcolm McDonald and Ian Dunbar
1998
ISBN: 0-333-73369-X
399 pages
$69.50 Paper

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This is a major revision of the highly successful first edition published in 1995. Written in an even more accessible style, the book highlights valuable lessons learned over many years working with a wide range of companies in a variety of markets. Containing tips on market mapping, building market segments, setting objectives and a new worked case study, the second edition of Market Segmentation provides practical guidance and is a must-read for all business professionals.

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