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Author Dolnicar, Sara, author
Title Market segmentation analysis : understanding it, doing it, and making it useful / by Sara Dolnicar, Bettina Grun, Friedrich Leisch
Imprint Singapore : Springer Singapore : Imprint: Springer, 2018
book jacket
Descript 1 online resource (xxi, 324 pages) : digital ; 24 cm
text txt rdacontent
computer c rdamedia
online resource cr rdacarrier
text file PDF rda
Series Management for professionals, 2192-8096
Management for professionals
Note 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
Open access
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
Host Item Springer eBooks
Subject Market segmentation
Business and Management
Market Research/Competitive Intelligence
Statistics for Business/Economics/Mathematical Finance/Insurance
Alt Author Grun, Bettina, author
Leisch, Friedrich, author
SpringerLink (Online service)
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