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内容説明
* 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