Handbook of Market segmentation


A practical guide to segmenting changing and competitive business markets. 

(241 pages, 6 cases)


  "Rich in segmentation theory and case studies"

      Philip Kotler, Northwestern University. IL


  "Insightful, outstanding, comprehensive"

      Wolfgang Ridl, Head Global Marketing , Sandoz, Austria

            superior customer value


Features new material on corporate entrepreneurship, business models, innovation, co-creation of value, image, e-commerce, social and mobile media, relationship marketing, customer loyalty and retention and marketing metrics  (301 pages, 6 cases, 2 DVDs)


"A valuable tool for students, even more valuable for
practicing managers"   

     Dr. Hilton Barrett, Elizabeth City  State College, NC


" What is value, how you create it,  what drives loyalty -- it's all here"

     Dr. RJ  Trasorras, President , Trasorras  Intelligence    Group, Tampa, FL.