Whether it's due to a lack of focus, lack of time, or just bad planning, most companies fall short of the mark in their target marketing. The Handbook of Market Segmentation, 3rd Edition: Strategic Target Marketing for Business and Technology Firms is a practical, how-to guide to what marketers need to know about defining, segmenting, and targeting business markets: assessing customer needs; gauging the competition; designing winning strategies; and maximizing corporate resources. The latest edition of this marketing classic combines content and features from the previous editions with an emphasis on successful practices in business-to-business and high-tech segmentation. This valuable research source puts the latest thinking from the business and academic communities at your fingertips.
To view an excerpt online, find the book in our QuickSearch catalog at www.HaworthPress.com.

Part 1 Segmentation Planning; Chapter 1 Market Segmentation; Chapter 2 Market Definition and Segmentation in B2B Markets; Chapter 3 Segmentation Planning and Research Guidelines for Business Marketers; Part 2 Business Segmentation Bases; Chapter 4 Geographics and Firmographics; Chapter 5 Usage Analysis; Chapter 6 Benefit Segmentation; Chapter 7 Purchasing Behavior and Organizational Psychographics; Part 3 Implementing Segmentation Strategy; Chapter 8 Strategic Target Marketing; Chapter 9 Enhancing Segmentation's Value part4 Segmentation Strategy Cases; Collinsaviation Services; Dev-Soft S.A.; Dow Corning; Lexmark International; Pharmacia Corporation; Sportmed;