Sally Dibb, PhD, is Professor of Marketing at the innovative Open University Business School in the United Kingdom.Lyndon Simkin, PhD, is a Reader in Strategic Marketing at the University of Warwick, one of the United Kingdom's leading business schools. Their research focuses on market segmentation, targeting strategies, marketing planning, business planning, strategy implementation, and marketing modeling. They have published widely in the academic journals in the United Kingdom and the United States. They are co-authors of Marketing: Concepts and Strategies , and authors of The Market Segmentation Workbook and The Marketing Planning Workbook. Dr. Dibb and Dr. Simkin are married and live in Kenilworth, Warwickshire in the United Kingdom, and have six children.

• Preface. Acknowledgments. Chapter 1. An Overview of Segmentation, Targeting, and Positioning. Chapter 2. Understanding and Overcoming Market Segmentation Barriers. Chapter 3. Understanding Consumers or Business Customers. Chapter 4. Contrasting Approaches to Conducting Market Segmentation. Chapter 5. Determining Segment Targets. Chapter 6. Identifying, Diagnosing, and Treating Segmentation Blockers. Chapter 7. Essential Lessons and the Thirty Rules for Segmentation Success. References. Index.

Sally Dibb, PhD, is Professor of Marketing at the innovative Open University Business School in the United Kingdom.Lyndon Simkin, PhD, is a Reader in Strategic Marketing at the University of Warwick, one of the United Kingdom's leading business schools. Their research focuses on market segmentation, targeting strategies, marketing planning, business planning, strategy implementation, and marketing modeling. They have published widely in the academic journals in the United Kingdom and the United States. They are co-authors of Marketing: Concepts and Strategies , and authors of The Market Segmentation Workbook and The Marketing Planning Workbook. Dr. Dibb and Dr. Simkin are married and live in Kenilworth, Warwickshire in the United Kingdom, and have six children.

• Preface. Acknowledgments. Chapter 1. An Overview of Segmentation, Targeting, and Positioning. Chapter 2. Understanding and Overcoming Market Segmentation Barriers. Chapter 3. Understanding Consumers or Business Customers. Chapter 4. Contrasting Approaches to Conducting Market Segmentation. Chapter 5. Determining Segment Targets. Chapter 6. Identifying, Diagnosing, and Treating Segmentation Blockers. Chapter 7. Essential Lessons and the Thirty Rules for Segmentation Success. References. Index.

Sally Dibb, PhD, is Professor of Marketing at the innovative Open University Business School in the United Kingdom.Lyndon Simkin, PhD, is a Reader in Strategic Marketing at the University of Warwick, one of the United Kingdom's leading business schools. Their research focuses on market segmentation, targeting strategies, marketing planning, business planning, strategy implementation, and marketing modeling. They have published widely in the academic journals in the United Kingdom and the United States. They are co-authors of Marketing: Concepts and Strategies , and authors of The Market Segmentation Workbook and The Marketing Planning Workbook. Dr. Dibb and Dr. Simkin are married and live in Kenilworth, Warwickshire in the United Kingdom, and have six children.

• Preface. Acknowledgments. Chapter 1. An Overview of Segmentation, Targeting, and Positioning. Chapter 2. Understanding and Overcoming Market Segmentation Barriers. Chapter 3. Understanding Consumers or Business Customers. Chapter 4. Contrasting Approaches to Conducting Market Segmentation. Chapter 5. Determining Segment Targets. Chapter 6. Identifying, Diagnosing, and Treating Segmentation Blockers. Chapter 7. Essential Lessons and the Thirty Rules for Segmentation Success. References. Index.