Market Segmentation

Name: Market Segmentation
Brand: Springer
SKU: 9780792386353
Price: 1660.75 RON
Availability: InStock

Conceptual and Methodological Foundations

Autor: Michel Wedel, Wagner A. Kamakura

Limbă:

Legare: Copertă tare

Editura: Springer

Disponibilitate: În depozitul extern

Expediem în 10-18 zile

1 660.75 lei

Modern marketing techniques in industrialized countries cannot be implemented without segmentation o...

Informații despre carte

Autor

Michel Wedel, Wagner A. Kamakura

Limbă

engleză

Legare

Carte - Copertă tare

Publicat

1999

Pagini

382

EAN

9780792386353

ISBN

0792386353

Enbook ID

01397732

Editura

Springer

Greutate

817

Dimensiuni

155 x 235 x 26

Descriere completă

Modern marketing techniques in industrialized countries cannot be implemented without segmentation of the potential market. Goods are no longer produced and sold without a significant consideration of customer needs combined with a recognition that these needs are heterogeneous. Since first emerging in the late 1950s, the concept of segmentation has been one of the most researched topics in the marketing literature. Segmentation has become a central topic to both the theory and practice of marketing, particularly in the recent development of finite mixture models to better identify market segments.§This edition of Market Segmentation updates and extends the integrated examination of segmentation theory and methodology begun in the first edition. A chapter on mixture model analysis of paired comparison data has been added, together with a new chapter on the pros and cons of the mixture model. The book starts with a framework for considering the various bases and methods available for conducting segmentation studies. The second section contains a more detailed discussion of the methodology for market segmentation, from traditional clustering algorithms to more recent developments in finite mixtures and latent class models. Three types of finite mixture models are discussed in this second section: simple mixtures, mixtures of regressions and mixtures of unfolding models. The third main section is devoted to special topics in market segmentation such as joint segmentation, segmentation using tailored interviewing and segmentation with structural equation models. The fourth part covers four major approaches to applied market segmentation: geo-demographic, lifestyle, response-based, and conjoint analysis. The final concluding section discusses directions for further research.

S-ar putea să te intereseze

Clienții care au cumpărat această carte au mai cumpărat și

Cele mai căutate

Categories

Authors

Publishers

Produse

Produse

Cele mai căutate

Categories

Authors

Publishers

Produse

Produse

Market Segmentation

Conceptual and Methodological Foundations

Informații despre carte

Descriere completă

S-ar putea să te intereseze

Clienții care au cumpărat această carte au mai cumpărat și