Market Segmentation and Positioning

Author: (USA) Myers (Myers/J.H) / Wang Yi
Publisher:
Publish Date: 2005-01-01
Features: Who are your customers? What products can meet customer needs? How to make your product stand out from competitors? To answer these questions, the authors of this book start from basic market research and marketing techniques, providing a detailed analysis of how to identify market segments and understand customer behavior patterns, attitudes, and demographic characteristics; how to position products; how to identify new product opportunities, and more. The authors discuss each practical quantitative analysis model and technique from both positive and negative perspectives, clearly elaborating on their characteristics and implementation key points, thereby providing market professionals and product managers with a comprehensive strategic marketing planning and decision-making framework.
Target Audience: This book is suitable for marketing professionals, as well as researchers and students who wish to understand marketing decision-making techniques.