List of figures

1.1 The marketing domain
1.2 Summary of the marketing process
1.3 Define markets and segments, and understand value
1.4 The segmentation process: Phase 1 – developing segments
1.5 The segmentation process: Phase 2 – prioritizing and selecting segments
2.1 The building blocks of effective marketing planning
2.2 Segmentation archetypes in companies
2.3 Organizational structure of Northern Sealants
3.1 The segmentation process – Step 1 (Chapter 4)
3.2 The segmentation process – Step 2 (Chapter 5)
3.3 Fast track – market mapping
3.4 The segmentation process – Step 3 (Chapter 6)
3.5 Fast track – customer groups for developing micro-segments
3.6 The segmentation process – Step 4 (Chapter 7)
3.7 The segmentation process – Step 5 (Chapter 8)
3.8 Fast track – alternative approaches to comparing micro-segments with each other visually
3.9 The segmentation process – Step 6 (Chapter 9)
3.10 Fast track – plotting segments on the portfolio matrix according to their attractiveness
3.11 The segmentation process – Step 7 (Chapter 10)
3.12 Fast track – plotting business positions on the portfolio matrix for each segment according to their relative competitive strength
4.1 The segmentation process – Step 1
4.2 The relationship between market share and return on investment (ROI)
4.3 Developing insights into both consumers and intermediaries
4.4 The market for floor covering
4.5 Market definition for Exercise 4.1
5.1 The segmentation ...

Get Market Segmentation: How to Do It and How to Profit from It, Revised and updated 4th Edition now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.