目次

Part I. Introduction.- Chapter 1. Market segmentation.- Chapter 2. Market segmentation analysis.- Part II. Ten steps of market segmentation analysis.- Chapter 3. STEP 1: Deciding (not) to segment.- Chapter 4. STEP 2: Specifying the ideal target segment.- Chapter 5. STEP 3: Collecting data.- Chapter 6. STEP 4: Exploring data.- Chapter 7. STEP 5: Extracting segments.- Chapter 8. STEP 6: Profiling segments.- Chapter 9. STEP 7: Describing segments.- Chapter 10. STEP 8: Selecting (the) target segment(s).- Chapter 11. STEP 9: Customising the marketing mix.- Chapter 12. STEP 10: Evaluation and monitoring.