Full title: Divide and conquer : target your customers through market segmentation / Harry Webber.

Author/creator: Webber, Harry, 1944-.

Call Numbers: N658.802/56

Record Identifier: 74VvEgm4ZbRZ

Language: English

Formats: Books

Contents: viii, 232 p. ; 24 cm., 1. The Rodeo Circuit. Roping a High-End Select Market for Battaglia menswear -- 2. Stuck on You. Reestablishing Brand Dominance for Johnson & Johnson's BAND-AID Brand Adhesive Bandages -- 3. Medical Marketing. Providing Information - and Hope - for Pacific Oaks Medical Group -- 4. Let 'Em Eat Drake's. Getting the (Baked) Goods on the Competition for Borden's Drake's Bakeries -- 5. Marketing Peace. The Selling of an Idea for the Los Angeles City Attorney's Office -- 6. Chicken Fight. Carving a Niche in a Crowded Coop for Hardee's Restaurants -- 7. Modern Stone Age Marketing. Reaching Several Corporate Select Markets for Turner Home Entertainment -- 8. Your Place or Mine? Advertising to the Advertisers for the BelAge Hotel -- 9. Marketing the Misunderstood. Linking Product Identity With Consumer Identity for Dr Pepper -- 10. Tender Loving Health Care. Treating Patients as Individuals for Midway Hospital Medical Center -- 11. Community Ties., The Multicultural Marketing of a Political Program for the Los Angeles Business Revitalization Center -- 12. Phoning Home. Changing Hispanic Calling Patterns for AT&T -- 13. Lite Makes Right. Staying Abreast of Changing Tastes for Kentucky Fried Chicken - KFC -- 14. Taking Stock. Ensuring the Future of an Automotive Giant for Ford Motor Company -- 15. Getting a Web Site on the Right Track. Training an Enthusiastic Select Market for Athearn Trains in Miniature -- 16. The Future of Selective Marketing. Now Playing at a Theater Near You.

Publishers: New York : Wiley, c1998.

Notes: Includes index.

Permalink: https://collection.sl.nsw.gov.au/record/74VvEgm4ZbRZ

DDC: 658.802

MMS ID: 991011691979702626