Market Segmentation or The Springboard

Market Segmentation: How to Do It, How to Profit From It

Author: Malcolm McDonald

Market Segmentation is the only book in the world that spells out a totally dispassionate, systematic process for arriving at genuine, needs-based segments that can enable organisations to escape from the dreary, miserable, downward pricing spiral which results from getting market segmentation wrong.

Nothing in business works unless markets are correctly defined, mapped, quantified and segmented. Why else have hundreds of billions of dollars been wasted on excellent initiatives such as TQM, BPR, Balanced Scorecards, Six Sigma, Knowledge Management, Innovation, Relationship Marketing and, latterly, CRM? The answer, of course, is because of a lack of a structured approach to market segmentation.

Table of Contents:

1	The state of marketing	1
2	The central role of market segmentation in profitable growth	11
3	Preparing for segmentation - avoiding the big mistakes	31
4	Determining the scope of a segmentation project	65
5	Portraying how a market works and identifying decision-makers	95
6	Developing a representative sample of different decision-makers	135
7	Accounting for the behaviour of decision-makers	197
8	Forming market segments out of like-minded decision-makers	237
9	Determining the attractiveness of market segments	283
10	Assessing company competitiveness and the portfolio matrix	309
11	Realizing the full potential of market mapping	331
12	Predicting market transformation	353
13	Setting marketing objectives and strategies for identified segments	383
14	Organizational issues in market segmentation	421
15	Using segmentation to improve performance - a case study	441

Books about economics: Strategic Marketing or Marketing of High Technology Products and Innovations

The Springboard: How Storytelling Ignites Action in Knowledge-Era Organizations

Author: Stephen Denning

The Springboard: How Storytelling Ignites Action in Knowledge-Era Organizations is the first book to teach storytelling as a powerful and formal discipline for organizational change and knowledge management. The book explains how organizations can use certain types of stories ("springboard" stories) to communicate new or envisioned strategies, structures, identities, goals, and values to employees, partners and even customers.

Readers will learn techniques by which they can help their organizations become more unified, responsive, and intelligent. Storytelling is a management technique championed by gurus including Peter Senge, Tom Peters and Larry Prusak. Now Stephen Denning, an innovator in the new discipline of organizational storytelling, teaches how to use stories to address challenges fundamental to success in today's information economy.

* Provides innovative and powerful tools which can effect organizational change
* Helps organizations share knowledge critical to success in the information economy
* First book on a major emerging trend in organizational change and K.M.

Booknews

Denning, a manager at the World Bank, explains how to yoke the venerable art form to the service of capitalist competition. More specifically, he says, it can be used to teach organizational change; knowledge management; and new or envisioned strategies, structures, identities, goals and values to employees, partners, and customers. He does not index his work. Annotation c. Book News, Inc., Portland, OR (booknews.com)