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

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Market Segmentation Analysis: Understanding It, Doing It, and Making It Useful (Management for Professionals) 1st ed. 2018 Edition, Kindle Edition

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About

  • Incorporates both methodological/technical issues and organisational/user/managerial aspects of market segmentation
  • Provides R code that allows the reader to replicate all the calculations discussed
  • Offers checklists that guide readers through every step and every decision to be made when conducting market segmentation analysis
  • Includes a wide range of different segmentation algorithms and discusses aspects of market segmentation analysis not covered elsewhere

About the Author

Sara Dolnicar is Professor at The University of Queensland, Brisbane, Australia. Her core research interests are the improvement of market segmentation methodology and the testing and refinement of measures used in social science research. Because her key research interests are not tied to any particular application area, she has contributed to a range of different applied research areas, including sustainable tourism and tourism marketing, environmental volunteering, foster caring, and public acceptance of water alternatives and water conservation measures.
Friedrich Leisch is Professor at the University of Natural Resources and Life Sciences, Vienna, Austria. His research interests lie in statistical computing, multivariate statistics, cluster analysis, mixture models, generalized regression, biostatistics; software development, and statistical applications in life and business sciences.
Bettina Grün is Associate Professor at Johannes Kepler University, Linz, Austria. Her research focuses on mixture models, statistical computing with R, market segmentation methods, and statistical applications in tourism and marketing.</>



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