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Market segmentation analysis : understanding it, doing it, and making it useful / by Sara Dolnicar, Bettina Grün, Friedrich Leisch.

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 char...

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Bibliographic Details
Online Access: Full Text (via EBSCO)
Main Authors: Dolnicar, Sara (Author), Grün, Bettina (Author), Leisch, Friedrich (Author)
Format: eBook
Language:English
Published: Singapore : Springer, 2018.
Series:Management for professionals,
Subjects:
Market segmentation.
Marketing research.
Statistics.
Statistics
Marketing research
Market segmentation
Table of Contents:
  • 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.

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