Market Segmentation Analysis understanding it, doing it, and making it useful
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 char...
| Autor principal: | |
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| Otros Autores: | , |
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Singapore
Springer Nature
2018
Singapore : 2018. |
| Colección: | Management for professionals.
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| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009431299406719 |
Tabla de Contenidos:
- 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. .
