Useful to both consumer marketers and business-to-business researchers, this detailed and engaging book delves much more deeply into segmentation than other mar
Marketing Strategy and Competitive Positioning 6e deals with the process of developing and implementing a marketing strategy. The book focuses on competitive po
Get the competitive edge in a fierce market! Effective market segmentation approaches can show a company which customer group is most profitable and how to best
This is a practical how-to guide to what marketers need to know about defining, segmenting and targeting business markets: assessing customer needs; gauging the
Strategic positioning is the assertion of an organizations personality on decisions of how and where to compete, it determines competitive position in the marke