Handbook of Market Segmentation ― Strategic Targeting for Business and Technology Firms

Weinstein (marketing, Nova Southeastern U.), writing for marketing and business practitioners, introduces a process for introducing targeted business segmentation planning and methodologies into business firms. He has revised the new edition of the text to focus solely on the segmentation challenges of business and technology markets. He explains how to conduct effective segmentation studies in business markets. He then describes how to analyze geographics, "firmographics," purchasing behavior, organizational psychographics, and buyer adopter categories. His section on implementing segmentation strategy explores target marketing, segment attractiveness, positioning, segmentation audits, and other topics. Finally, six case studies illustrate a variety of approaches Annotation c2004 Book News, Inc., Portland, OR (booknews.com)