Dolnicar et al., 2018
Market Segmentation Analysis - Understanding It, Doing It, And Making It Useful
Type
Book
Year
2018
Authors
Dolnicar, S., Grün, B., Leisch, F.
Identifiers
ISSN 2192-8096
ISSN 2192-810X (electronic)
ISBN 978-981-10-8817-9
ISBN 978-981-10-8818-6 (eBook)
Library of Congress Control: 2018936527
Abstract
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 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.
(https://link.springer.com/book/10.1007/978-981-10-8818-6#about, accessed 8 May 2021)
Links
Citation
Dolnicar, S., Grün, B., Leisch, F., 2018. Market Segmentation Analysis - Understanding It, Doing It, And Making It Useful, Management for Professionals. Springer Singapore, Singapore. https://doi.org/10.1007/978-981-10-8818-6_2
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