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

Dolnicar, Sara; Grün, Bettina; Leisch, Friedrich

 
9789811088193: Market Segmentation Analysis: Understanding It, Doing It, and Making It Useful
Softcover
ISBN 10: 9811088195 ISBN 13: 9789811088193
Publisher: Springer, 2018

This specific ISBN edition is currently not available.

Synopsis

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. 

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Publisher
Springer
Publication date
2018
Language
English
ISBN 10 
9811088195
ISBN 13 
9789811088193
Binding
Paperback
Number of pages
348

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9789811088179: Market Segmentation Analysis: Understanding It, Doing It, and Making It Useful (Management for Professionals)

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ISBN 10:  9811088179 ISBN 13:  9789811088179
Publisher: Springer, 2018
Hardcover