* 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
General
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