Market Segmentation Analysis

Understanding It, Doing It, and Making It Useful

by Sara Dolnicar, Bettina Grün, Friedrich Leisch

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Book Description

This 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.

This open book is licensed under a Creative Commons License (CC BY). You can download Market Segmentation Analysis ebook for free in PDF format (7.7 MB).

Book Details

Subject
Business and Management
Publisher
Springer
Published
2018
Pages
332
Edition
1
Language
English
ISBN13
9789811088179
ISBN10
9811088179
ISBN13 Digital
9789811088186
ISBN10 Digital
9811088187
PDF Size
7.7 MB
License
CC BY

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