Market segmentation [electronic resource] : a fundamental concept of marketing / Malcolm McDonald.
Material type: FilmSeries: Henry Stewart talksBusiness & management collection. Principles of marketing: ; Henry Stewart talksBusiness & management collection. Targeting and segmentation in marketing: Publisher: London : Henry Stewart Talks, 2008Description: 1 online resource (1 streaming video file (23 min.) : color, sound)Subject(s): Market segmentation | Marketing research | Target marketingOnline resources: Click here to access online | Series (Targeting and segmentation in marketing) | Series (Principles of marketing)Animated audio-visual presentations with synchronized narration.
Title from title frames.
Contents: Market segmentation -- Non cumulative diffusion pattern -- The product life cycle -- Approximate market shape -- Personalizing segments -- Market dynamics -- Product/market life cycle and market characteristics -- Key elements of world class marketing -- The market segmentation process -- Market mapping -- Market definition and segmentation -- Micro-segments -- Market segmentation and corporate responsibility -- Understanding market segmentation.
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Mode of access: World Wide Web.