Book Description
Modern marketing in industrialized countries cannot do without segmentation of the potential market. Goods can no longer be produced and sold without considering customer needs and recognizing the heterogeneity of those needs. Since the concept emerged in the late 1950s, segmentation has been one of the most researched topics in the marketing literature. It has become a central concept in marketing, both in theory and in practice. Recent technological developments, yielding a growing volume of information and a more detailed accounting of consumers' actual behavior, present new challenges and opportunities for market segmentation. Market Segmentation: Conceptual and Methodological Foundations provides an overview of the current state of the art in segmentation research. It aims to provide readers with both the conceptual basis as well as the tools necessary to conduct segmentation studies in a large number of markets, illustrated through a variety of applications. An errata page for this book is available by contacting: Julie Kaczynski, Kluwer Academic Publishers, 101 Philip Drive, Norwell, MA 02061, USA Fax: +1-781-871-6528
JA Majors Book Info
Provides a definition of market segmentation and describes criteria for effective segmentation. Discusses cluster analysis and the simultaneous profiling of segments and models for dynamic segmentation on the basis of several sets of variables. DLC: Market segmentation.
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