LEADER 02841nam  2200373 n 450 
001 9910507202403321
005 20230509203447.0
035   $a(CKB)5590000000630020
035   $a(NjHacI)995590000000630020
035   $a(EXLCZ)995590000000630020
100   $a20230509d2018      uu             0
101 0 $aeng
135   $aur|||||||||||
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  1$aSingapore :$cSpringer,$d2018.
215   $a1 online resource (xxi, 324 pages)
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.
517   $aMarket Segmentation Analysis
606   $aMarket segmentation
615  0$aMarket segmentation.
676   $a658.802
700   $aDolnicar$b Sara$0947411
702   $aLeisch$b Friedrich
702   $aGru?n$b Bettina
801  0$bNjHacI
801  1$bNjHacl
906   $aBOOK
912   $a9910507202403321
996   $aMarket Segmentation Analysis$92277696
997   $aUNINA