Market Segmentation: How to do it, how to profit from it provides a structured, no-nonsense approach to getting market segmentation right. It is an essential book for professionals, teachers and students of marketing, based as it is on a wealth of practical experience and research and is packed with examples, easy to follow processes and checklists. "Not only does this book present a common sense approach to market segmentation, it also walks you through the process of taking the profound insights it develops into a marketing strategy and competitive advantage."-- Mark Concannon , President, EMEA GSR, Hexagon Geosystems "Malcolm McDonald and Ian Dunbar expertly tackle this key marketing concept. They clear away the clutter and confusion that has often mystified market segmentation and provide a clear framework for creating a segmentation model individually tailored to your market."-- Mike Croft , Marketing Director, Afton Chemical "We were very keen to identify a consistent methodology to improve our marketing effectiveness. Market Segmentation proved to be just such an enabler. Applying the well-structured step-by-step process developed by Malcolm and Ian has been a very rewarding experience, not just for our marketing department, but the wider product development team.

"-- Noel Duffy , Managing Director, Dolphin Computer Access "Time invested in this logical and pragmatic process, presented in jargon-free English, will more than pay for itself."-- Jonathan Swaby , Head of Market Management and Marketing Northern Europe, Euler Hermes.