by Jaime Rivera Camino · ESIC Editorial · tapa dura · ISBN 9788473566322
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This book serves as an essential reference guide for those interested in strategic market planning. Through its pages, the reader will be able to understand the concept of segmentation, differentiate between its strategic and operational levels, and learn how to design macro-segments and micro-segments tailored to a company's needs. The work offers a practical view of segmentation variables and available strategies, analyzing their advantages and disadvantages. It is an indispensable tool for professionals and students looking to optimize their operational marketing policies and improve their organization's market positioning.
