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024 7 $a10.1007/978-981-10-8818-6
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035   $a(DE-He213)978-981-10-8818-6
035   $a(MiAaPQ)EBC5471159
035   $a(Au-PeEL)EBL5471159
035   $a(OCoLC)1050722411
035   $a(oapen)https://directory.doabooks.org/handle/20.500.12854/30884
035   $a(PPN)22950163X
035   $a(EXLCZ)994100000005323384
100   $a20180720d2018      u|             0
101 0 $aeng
135   $aurnn#008mamaa
181   $ctxt$2rdacontent
182   $cc$2rdamedia
183   $acr$2rdacarrier
200 10$aMarket Segmentation Analysis $eunderstanding it, doing it, and making it useful /$fSara Dolnicar, Bettina Gru?n, Friedrich Leisch
210   $aSingapore$cSpringer Nature$d2018
210  1$aSingapore :$cSpringer,$d2018.
210  4$d©2018
215   $a1 online resource (XXI, 324 p. 123 illus., 51 illus. in color.)
225 1 $aManagement for professionals.
311 08$aprint version 9789811088179 
327   $aPart I. Introduction -- Chapter 1. Market segmentation -- Chapter 2. Market segmentation analysis -- Part II. Ten steps of market segmentation analysis -- Chapter 3. STEP 1: Deciding (not) to segment -- Chapter 4. STEP 2: Specifying the ideal target segment -- Chapter 5. STEP 3: Collecting data -- Chapter 6. STEP 4: Exploring data -- Chapter 7. STEP 5: Extracting segments -- Chapter 8. STEP 6: Profiling segments -- Chapter 9. STEP 7: Describing segments -- Chapter 10. STEP 8: Selecting (the) target segment(s) -- Chapter 11. STEP 9: Customising the marketing mix -- Chapter 12. STEP 10: Evaluation and monitoring. .
330   $aThis book is published open access under a CC BY 4.0 license. This open access book offers something for everyone working with market segmentation: practical guidance for users of market segmentation solutions; organisational guidance on implementation issues; guidance for market researchers in charge of collecting suitable data; and guidance for data analysts with respect to the technical and statistical aspects of market segmentation analysis. Even market segmentation experts will find something new, including a vast array of useful visualisation techniques that make interpretation of market segments and selection of target segments easier. The book talks the reader through every single step, every single potential pitfall, and every single decision that needs to be made to ensure market segmentation analysis is conducted as well as possible. All calculations are accompanied not only with a detailed explanation, but also with R code that allows readers to replicate any aspect of what is being covered in the book using R, the open-source environment for statistical computing and graphics.
410  0$aManagement for professionals.
606   $aMarket research
606   $aStatistics 
606   $aMarket Research/Competitive Intelligence$3https://scigraph.springernature.com/ontologies/product-market-codes/513030
606   $aStatistics for Business, Management, Economics, Finance, Insurance$3https://scigraph.springernature.com/ontologies/product-market-codes/S17010
610   $aBusiness
610   $aManagement science
610   $aMarket research
610   $aStatistics 
615  0$aMarket research.
615  0$aStatistics .
615 14$aMarket Research/Competitive Intelligence.
615 24$aStatistics for Business, Management, Economics, Finance, Insurance.
676   $a658.83
700   $aDolnicar$b Sara$4aut$4http://id.loc.gov/vocabulary/relators/aut$0947411
702   $aGrün$b Bettina
702   $aLeisch$b Friedrich
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910298176303321
996   $aMarket Segmentation Analysis$92277696
997   $aUNINA