Overview

"Wouldn't it be great if you had a tool for accurately predicting businesses' future successes or failures and winners or losers based on something other than historical facts and figures about those businesses?... Written by a leading business school professor, this book presents business executives, investors, students, educators, and others with that tool! ""Market Segmentation"" is the division of businesses' potential customers into groups based on a wide range of characteristics, including demographics, income and education levels, interests, and more. And ""Needs-Based Market Segmentation,"" as presented in this book, is an innovative form of market segmentation that allows accurate forecasts of businesses' future competitive performance (successes and failures, winners and losers) by measuring today's consumer and business needs. This book is the result of requests from students and business executives to have a document that summarizes material the author, Professor James R. Taylor, presented in MBA classes and executive education programs during his over forty-year teaching and research career at the University of Michigan's famed Ross School of Business. The book is cleverly written as a recounting of the real-life progression of a business school student named Bob as he learned about the Needs-Based Market Segmentation process in school and then used that process to make millions in the stock market and retire early. Are you the next Bob? Read and find out."

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9781734034486

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JAMES R. TAYLOR, Ph.D. is Professor Emeritus of Marketing and a previous holder of the S.S. Kresge Chair at the Ross School of Business, University of Michigan. He received his Ph.D. from the University of Minnesota, specializing in marketing, psychology, and statistics. Dr. Taylor's teaching and research interests include strategic marketing planning, market segmentation, marketing research, and marketing management. During his academic career, he has been area chair for marketing and the chair of fifteen Ph.D. dissertations. Dr. Taylor has published over forty articles in academic journals, and he has authored ten books and monographs. He has had years of business experience in marketing and new product development, as a project director, and as a consultant to numerous businesses. Dr. Taylor actively participates in company management education programs and has lectured around the world.

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