In terms of existing or potential consumers, markets are not homogenous. Therefore, positioning a brand in the consumers mind can be achieved by segmentation and target marketing. This book takes a look at this aspect of marketing and discusses viable strategies in various markets used by companies such as LG, National Trust, UK, and Harley Davidson.
ABOUT THE AUTHOR K. Suresh
K Suresh (b. 1967) is a mechanical engineer and an MBA from Osmania University. He has eleven years of work experience in industrial marketing, business journalism and as faculty in a business school at Hyderabad. During his stint in business journalism, he covered launch, distribution, promotion and other marketing issues of several products across different categories. His areas of interest are advertising, marketing strategy and rural marketing. He has been a regular contributor to ICFAI magazines on marketing and advertising. At present, he is working as a faculty member at ICFAI Books, an affiliate of the ICFAI University. He has edited several books published by the ICFAI University Press.
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