This book is published open access under a CC BY 4.0 license. This open access book offers something for everyone working with market segmentation: practical gu

Introduction to Business covers the scope and sequence of most introductory business courses. The book provides detailed explanations in the context of core the

Modern marketing techniques in industrialized countries cannot be implemented without segmentation of the potential market. Goods are no longer produced and sol

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

* McDonald and Dunbar are the leading author team in this area * Segmentation and marketing mapping are core areas of the marketing syllabus, and there is much