* McDonald and Dunbar are the leading author team in this area<br>* Segmentation and marketing mapping are core areas of the marketing syllabus, and there is much that is new as a result of the new segmentation possibilities from e-marketing and e-business<br>* The book has a textbook feel, which highlights the diagrams and market maps (key elements of the book)<br><br>This is a key book, in a vital area. The Butterworth-Heinemann edition of what was previously published by MacMillian, is a thoroughly revised and updated version. <br><br>* Highly developed and well illustrated treatment of a key marketing technique<br>* Usable by students and executives, for whom the practical, step-by-step approach is designed<br>* Leading author team in the field