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 competition; designing winning strategies; and maximising corporate resources.

Develop a successful strategy for segmenting high-tech and industrial markets! 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. From the author: The most important thing I’ve learned from working in market segmentation research and strategy for more than 15 years is that few companies get the most from their target marketing. Their top executives advocate the need to be market- or customer-oriented but base their marketing plans on cursory, incomplete, or emotional analyses. They end up with ’fuzzy’ business missions, unclear objectives, information that isn’t decision-oriented, unfocused promotional strategies, and no real plan to attack niche markets. This happens because they haven’t developed an effective strategy for segmenting high-tech and industrial markets. They don’t have a process that introduces and improves their business segmentation planning and execution. What they need is a handbook for improving their organization’s performance in new and existing business markets. Handbook of Market Segmentation, Third Edition: Strategic Target Marketing for Business and Technology Firm is a state-of-the-art guide to market identification, analysis, selection, and strategy. The book is organized into four parts (segmentation planning, business segmentation bases, implementing segmentation strategy, segmentation strategy cases) and includes applications, case studies, checklists, figures, and tables. Each chapter features a Segmentation Skillbuilder (a field-tested exercise that improves your working knowledge of key business-to-business segmentation topics) and a Business Segmentation Insight (an in-depth look at a key segmentation issue). Handbook of Market Segmentation, Third Edition: Strategic Target Marketing for Business and Technology Firms examines: how to conduct effective, cost-efficient, and profitable segmentation studies segmentation options such as differentiation and niche marketing defining business markets a 10-point program for segmenting business markets (planning and research) business segmentation bases (geographics, firmographics, benefits, usage, purchasing behavior) how North American Industrial Classification System (NAICS) has replaced SIC analysis criteria for choosing target markets implementing segmentation in business organizations how to conduct (and benefit from) a segmentation audit detailed segmentation studies on six companies—Collins Aviation Services, Dev-Soft, Dow Corning, Lexmark International, Pharmacia Corporation, and Sportmed and much more! Handbook of Market Segmentation, Third Edition: Strategic Target Marketing for Business and Technology Firms is an essential resource for business professionals working in the high-tech, industrial, and business service industries, and for educators training the next generation of marketers, managers, and strategists.

Using a step-by-step approach, the author leads the reader through the various stages of identification, implementation and maintenance of a coherent market segmentation strategy. This approach allows any manager, in any market, to realise new business opportunities via a series of logical and easy to follow stages.

The latest marketing guide from expert Dennis Cahill—that teaches how to effectively use lifestyle segmentation for marketing strategies Lifestyle Market Segmentation gives author and marketing expert Dennis Cahill the chance to put his nearly 30 years of marketing and teaching experience to practical use—to clearly explain the process of market segmentation and its applications. This text goes beyond the obvious demographic and/or geographic categories to get at the “whys” of customer behaviors, carefully reviewing every facet, from theory to the exploration of applications. Step by step, this easy-to-understand book, written by the author of How Consumers Pick a Hotel: Strategic Segmentation and Target Marketing and other classic marketing books, walks readers through the process, giving real-life examples as illustration as it provides the tools to effectively market by lifestyle segment in today’s competitive marketplace. Market segmentation research examines a broad range of demographic and psychographic information that can provide strategies to target both current and potential markets. This helpful guide comprehensively reveals how to gather and effectively use this crucial type of research. Lifestyle Market Segmentation consists of three main parts. The first part discusses segmentation theory and various methods for segmentation. The second part explores applications of lifestyle segmentation based on case studies. The last section focuses on ways to market products and services to the various segments discovered by the applications. This invaluable text is extensively referenced and includes several tables and figures to clarify concepts and data. Lifestyle Market Segmentation discusses in detail: the concept of market segmentation criteria for segmentation schemes types of nonlifestyle segmentation geodemographic segmentation psychographics the List of Values (LOV) guidelines for effective use of psychographics lifestyle target segments the Tribes segmentation scheme the Myers-Briggs Type Indicator life-stage segmentation illustrative real-life case studies Lifestyle Market Segmentation is an enlightening resource that is certain to be used again and again, and makes essential reading for managers, educators, and students.

The Handbook of Marketing Research comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm.

The results of marketing research can inform marketing decisions such as in concept/product testing, market segmentation, competitive analysis, customer satisfaction studies, etc. and illustrates the need for measurement. The book summarizes all essential measurements widely adopted by researchers with insightful perception. It consists of three indispensable sections of market research: market general, competitor analysis, and consumer analysis. Each specific measurement contains in-depth understanding of measurement starting from definition through method explanation to practical case study. Specifically, it discloses many valuable research techniques and experienced application know-how from the professional research agencies. The book can be a useful reference for practitioners and excellent supplementary reading material for students. Different from other academic market research book, the book contains numerous case studies derived from customized projects at research agencies which also make this book easy to understand for student and beginners.