Market Segmentation: Conceptual and Methodological Foundations - Brossura

Wedel, Michel; Kamakura, Wagner A.

Brossura

ISBN 10: 1461546524 ISBN 13: 9781461546528

Casa editrice: Springer, 2011

Riassunto

Part 1: Introduction. 1. The Historical Development of the Market Segmentation Concept. 2. Segmentation Bases. 3. Segmentation Methods. 4. Tools for Market Segmentation. Part 2: Segmentation Methodology. 5. Clustering Methods. 6. Mixture Models. 7. Mixture Regression Models. 8. Mixture Unfolding Models. 9. Profiling Segments. 10. Dynamic Segmentation. Part 3: Special Topics in Market Segmentation. 11. Joint Segmentation. 12. Market Segmentation with Tailored Interviewing. 13. Model-Based Segmentation Using Structural Equation Models. 14. Segmentation Based on Product Dissimilarity Judgements. Part 4: Applied Market Segmentation. 15. General Observable Bases: Geo-demographics. 16. General Unobservable Bases: Values and Lifestyles. 17. Product-specific observable Bases: Response-based Segmentation. 18. Product-Specific Unobservable Bases: Conjoint Analysis. Part 5: Conclusions and Directions for Future Research. 19. Conclusions: Representations of Heterogeneity. 20. Directions for Future Research. References. Index.

Dettagli dell?edizione

• Editore: Springer
• Data di pubblicazione: 2011
• Lingua: Inglese
• ISBN 10: 1461546524
• ISBN 13: 9781461546528
• Rilegatura: Paperback
• Contatto del produttore: non disponibile
• Persona responsabile: non disponibile