Segmentation & Positioning for Strategic Marketing Decisions

Rating:
Summary: Buy basic marketing research books before reading this.
Review: Basically, if the reader has a formal background in marketing research, or has a basic business statistics "know-how", then this book could be a refresher, or a reviewer so to speak. Otherwise, the reader could end up scratching head upon reading the chapters that discuss discriminant analysis, F Ratio, CHAID, etc. I would recommend the readers to get a basic marketing research, or Database Marketing books. It covers almost the same topics, just a lot more comprehensible.

Rating:
Summary: Practical Strategic Marketing with Applied Statistics
Review: Segmentation and Positioning for Strategic Marketing Decisions is a hammer in the marketing analysts belt. Not only does this effort cover marketing theories in layman's language, but it also presents practical examples then expounds upon the appropriate statistical tools. Buy a second copy for your VP of Marketing to enhance communication and to ensure job security.