Market Segmentation Analysis

Market Segmentation Analysis

Understanding It, Doing It, and Making It Useful

Gruen, Bettina; Dolnicar, Sara; Leisch, Friedrich

Springer Verlag, Singapore

08/2018

324

Dura

Inglês

9789811088179

15 a 20 dias

831

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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Market Segmentation;Market Research;Market Segmentation Analysis;Market Targeting;Marketing Mix;Tactical Marketing;Strategic Marketing;Descriptive Analysis;Factor Analysis;Cluster Analysis;Data Structure Analysis;Marketing Planning;Target Market;Computational Statistics;Tourism Marketing;Open Access