Sara Dolnicar: Market Segmentation Analysis

Cover: 9789811088179 | Market Segmentation Analysis | Sara Dolnicar (u. a.) | Buch | xxi

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Beschreibung

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 an approach to exploring data structure and choosing a suitable number of market segments, and 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.

Über den Autor

Sara Dolnicar is Professor at The University of Queensland, Brisbane, Australia. Her core research interests are the improvement of market segmentation methodology and the testing and refinement of measures used in social science research. Because her key research interests are not tied to any particular application area, she has contributed to a range of different applied research areas, including sustainable tourism and tourism marketing, environmental volunteering, foster caring, and public acceptance of water alternatives and water conservation measures.

Friedrich Leisch is Professor at the University of Natural Resources and Life Sciences, Vienna, Austria. His research interests lie in statistical computing, multivariate statistics, cluster analysis, mixture models, generalized regression, biostatistics; software development, and statistical applications in life and business sciences.

Bettina Grün is Associate Professor at Johannes Kepler University, Linz, Austria. Her research focuses on mixture models, statistical computing with R, market segmentation methods, and statistical applications in tourism and marketing.

Zusammenfassung

Incorporates both methodological/technical issues and organisational/user/managerial aspects of market segmentation

Provides R code that allows the reader to replicate all the calculations discussed

Offers checklists that guide readers through every step and every decision to be made when conducting market segmentation analysis

Includes a wide range of different segmentation algorithms and discusses aspects of market segmentation analysis not covered elsewhere

Inhaltsverzeichnis

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.

Details

Erscheinungsjahr:	2018
Fachbereich:	Werbung & Marketing
Genre:	Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Buch
Reihe:	Management for Professionals
Inhalt:	xxi 324 S. 72 s/w Illustr. 51 farbige Illustr. 324 p. 123 illus. 51 illus. in color.
ISBN-13:	9789811088179
ISBN-10:	9811088179
Sprache:	Englisch
Herstellernummer:	978-981-10-8817-9
Ausstattung / Beilage:	HC runder Rücken kaschiert
Einband:	Gebunden
Autor:	Dolnicar, Sara Leisch, Friedrich Grün, Bettina
Auflage:	1st ed. 2018
Hersteller:	Springer Singapore Springer Nature Singapore Management for Professionals
Maße:	241 x 160 x 24 mm
Von/Mit:	Sara Dolnicar (u. a.)
Erscheinungsdatum:	03.08.2018
Gewicht:	0,751 kg

Artikel-ID: 111346145