Useful to both consumer marketers and business-to-business researchers, this detailed and engaging book delves much more deeply into segmentation than other mar

With a view to continue the current growth momentum, excel in all phases of business, and create future leadership in Asia and across the globe, there is a felt

This book is published open access under a CC BY 4.0 license. This open access book offers something for everyone working with market segmentation: practical gu

Get the competitive edge in a fierce market! Effective market segmentation approaches can show a company which customer group is most profitable and how to best

This book provides a comprehensive introduction to travel marketing, tourism economics and the airline product. At the same time, it provides an overview on the