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Market Segmentation Analysis : understanding it, doing it, and making it useful / / Sara Dolnicar, Bettina Grün, Friedrich Leisch



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Autore: Dolnicar Sara Visualizza persona
Titolo: Market Segmentation Analysis : understanding it, doing it, and making it useful / / Sara Dolnicar, Bettina Grün, Friedrich Leisch Visualizza cluster
Pubblicazione: Singapore, : Springer Nature, 2018
Singapore : , : Springer, , 2018
©2018
Descrizione fisica: 1 online resource (XXI, 324 p. 123 illus., 51 illus. in color.)
Disciplina: 658.83
Soggetto topico: Market research
Statistics 
Market Research/Competitive Intelligence
Statistics for Business, Management, Economics, Finance, Insurance
Soggetto non controllato: Business
Management science
Market research
Statistics 
Persona (resp. second.): GrünBettina
LeischFriedrich
Nota di contenuto: Part 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. .
Sommario/riassunto: This 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.
Titolo autorizzato: Market Segmentation Analysis  Visualizza cluster
ISBN: 981-10-8818-7
Formato: Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione: Inglese
Record Nr.: 9910298176303321
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