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Overview
* 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 that is new as a result of the new segmentation possibilities from e-marketing and e-business* The book has a textbook feel, which highlights the diagrams and market maps (key elements of the book)This is a key book, in a vital area. The Butterworth-Heinemann edition of what was previously published by MacMillian, is a thoroughly revised and updated version.* Highly developed and well illustrated treatment of a key marketing technique* Usable by students and executives, for whom the practical, step-by-step approach is designed* Leading author team in the field
| ISBN-13 | 9780080479194 |
|---|---|
| ISBN-10 | 0080479197 |
| Format | - |
|---|---|
| Language | English |
| Pages | 512 pages |
| Publisher | Butterworth-Heinemann |
| Published On | 2004-09-18 |
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