Obálka

Market Segmentation Analysis: Understanding It, Doing It, and Making It Useful

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...

Celý popis

Uloženo v:
Hlavní autoři: Leisch, Friedrich, Dolnicar, Sara, Grün, Bettina
Médium: Online
Jazyk:angličtina
Vydáno: Springer 2021
Témata:
Marktforschung, Marktsegmentierung, Marketing Mix, Taktisches Marketing, Strategisches Marketing, Deskriptive Analyse, Faktorenanalyse, Clusteranalyse, Datenstrukturanalyse, Marketing Planung, Computationale Statistik, Tourismusmarketing, Open Access
ÖFOS 2012, Marketing
ÖFOS 2012, Statistik
ÖFOS 2012, Tourismusforschung
ÖFOS 2012, Softwareentwicklung
Market Research, Market Segmentation, 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
ÖFOS 2012, Statistics
ÖFOS 2012, Tourism research
ÖFOS 2012, Software development
thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJM Management and management techniques::KJMV Management of specific areas::KJMV7 Sales and marketing management
On-line přístup:OCN: 1048665589
Tagy: Přidat tag
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Shrnutí: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 a vast array of useful visualisation techniques that make interpretation of market segments and selection of target segments easier. 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.

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