Market Segmentation: How to do it, how to profit from it

Market Segmentation is the only book in the world that spells out a totally dispassionate, systematic process for arriving at genuine, needs-based segments that can enable organisations to escape from the dreary, miserable, downward pricing spiral which results from getting market segmentation wrong. Nothing in business works unless markets are correctly defined, mapped, quantified and segmented. Why else have hundreds of billions of dollars been wasted on excellent initiatives such as TQM, BPR, Balanced Scorecards, Six Sigma, Knowledge Management, Innovation, Relationship Marketing and, latterly, CRM? The answer, of course, is because of a lack of a structured approach to market segmentation.Ian Dunbar is the author of 'Market Segmentation: How to do it, how to profit from it', published 2004 under ISBN 9780750659819 and ISBN 0750659815.