| 000 -LEADER |
|---|
| fixed length control field |
02120nam a22001815i 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| ISBN |
9789811088179 |
| 041 ## - LANGUAGE CODE |
|---|
| Language code of text/sound track or separate title |
English |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
658.83 |
| Item number |
DOL |
| 100 1# - MAIN ENTRY--AUTHOR NAME |
|---|
| Author name |
Dolnicar, Sara. |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Market segmentation analysis : |
| Sub Title |
understanding it, doing it, and making it useful / |
| Statement of responsibility, etc |
Sara Dolnicar. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication |
Singapore : |
| Name of publisher |
Springer, |
| Year of publication |
2018. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Number of Pages |
xxi, 324 pages : |
| Other physical details |
illustrations ; |
| Dimensions |
24 cm |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Part I. Introduction.- <br/>Chapter 1. Market segmentation.- <br/>Chapter 2. Market segmentation analysis.- <br/>Part II. Ten steps of market segmentation analysis.- <br/>Chapter 3. STEP 1: Deciding (not) to segment.- <br/>Chapter 4. STEP 2: Specifying the ideal target segment.- <br/>Chapter 5. STEP 3: Collecting data.- <br/>Chapter 6. STEP 4: Exploring data.- <br/>Chapter 7. STEP 5: Extracting segments.- <br/>Chapter 8. STEP 6: Profiling segments.- <br/>Chapter 9. STEP 7: Describing segments.- <br/>Chapter 10. STEP 8: Selecting (the) target segment(s).- <br/>Chapter 11. STEP 9: Customising the marketing mix.- <br/>Chapter 12. STEP 10: Evaluation and monitoring. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
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 decision that needs to be made to ensure markets 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. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Subject |
Marketing research |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Subject |
Market segmentation |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Koha item type |
Books |
