Abstract
For this final chapter, we look at the important contribution made by segmentation to a business plan that proved to be a critical turning point for a UK manufacturing company, which had enjoyed enormous success and prosperity but, within a very short time, found itself fighting for survival.
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© 1998 Malcolm McDonald and Ian Dunbar
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McDonald, M., Dunbar, I. (1998). The Contribution of Segmentation to Business Planning: A Case Study of the Rise, Fall and Recovery of ICI Fertilizers. In: Market Segmentation. Palgrave Macmillan, London. https://doi.org/10.1007/978-1-349-26591-6_13
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DOI: https://doi.org/10.1007/978-1-349-26591-6_13
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-0-333-73369-1
Online ISBN: 978-1-349-26591-6
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