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
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
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.