State-of-the-art segmentation techniques and strategies that successful companies use to win in today's markets. Whether producing consumer or industrial products, smart companies realise their products can't be all things to all people. Which is why they use market segmentation or niche marketing to win market shares and increase profits. This book is designed to provide business practitioners with an informative, state-of-the-art guide to segmenting markets. While most marketers acknowledge the value of market segmentation few companies use this marketing tool to its full potential because they don't quite know how. This book offers a practical and systematic framework for introducing and improving market segmentation techniques and strategies in your company. It is organized into four major parts for clarity and easy comprehension:

• Business and Management > Marketing and Sales
• Business and Management > Great Value Editions of International Bestsellers

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