Divide and Conquer: Target Your Customers Through Market Segmentation

Written by the advertising genius behind some of the most unforgettable campaigns of the past 30 years, this book teaches readers that they need to know to conduct their own successful selective-marketing ad campaigns. Fifteen fascinating and instructive case studies demonstrate how to identify markets precisely, how to get to know them inside and out, how to fashion a message they will hear and respond to, and how to find the perfect media mix to deliver the message.

Binding Type: Hardcover
Publisher: Wiley
Published: 06/19/1998
ISBN: 9780471176336
Pages: 240
Weight: 1.15lbs
Size: 9.28h x 6.28w x 0.90d