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SUGGESTIONS FOR FURTHER READING
Al Ries and Jack Trout, Positioning: The Battle for Your Mind, Toronto, McGraw-Hill, 2000. A revised and updated version of the classic book which launched the idea of positioning. Written by a couple of New York advertising guys, it is a light but insightful read.
Ken Dychtwald, Age Power: How the 21st Century Will Be Ruled by the New Old, New York, Tarcher, 2002. One of the most important of new ways of segmenting is by demographics; this book is an excellent way of introducing yourself to the subject.
Roland Rust, Katherine Lemon and Das Narayandasm, Customer Equity Management, New York, Prentice Hall, 2004. A great book that outlines the important idea of segmenting your customers by profitability.