Market Segmentation: Conceptual and Methodological Foundations - Tapa blanda

Sinopsis

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.

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