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| Author | : Sally Dibb |
| Publisher | : Cengage Learning |
| Total Pages | : 0 |
| Release | : 1996 |
| Genre | : Business & Economics |
| ISBN | : 9780415118927 |
This workbook explains the key aims behind the segmentation process and shows how to build up a strategy for identifying and targeting segments effectively.
| Author | : Sara Dolnicar |
| Publisher | : Springer |
| Total Pages | : 332 |
| Release | : 2018-07-20 |
| Genre | : Business & Economics |
| ISBN | : 9811088187 |
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 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 an approach to exploring data structure and choosing a suitable number of market segments, and 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 single decision that needs to be made to ensure market 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.
| Author | : Malcolm McDonald |
| Publisher | : Red Globe Press |
| Total Pages | : 0 |
| Release | : 1998-05-29 |
| Genre | : Business & Economics |
| ISBN | : 033373369X |
On marketing segmentation
| Author | : Michel Wedel |
| Publisher | : Springer Science & Business Media |
| Total Pages | : 387 |
| Release | : 2012-12-06 |
| Genre | : Business & Economics |
| ISBN | : 1461546516 |
Modern marketing techniques in industrialized countries cannot be implemented without segmentation of the potential market. Goods are no longer produced and sold without a significant consideration of customer needs combined with a recognition that these needs are heterogeneous. Since first emerging in the late 1950s, the concept of segmentation has been one of the most researched topics in the marketing literature. Segmentation has become a central topic to both the theory and practice of marketing, particularly in the recent development of finite mixture models to better identify market segments. This second edition of Market Segmentation updates and extends the integrated examination of segmentation theory and methodology begun in the first edition. A chapter on mixture model analysis of paired comparison data has been added, together with a new chapter on the pros and cons of the mixture model. The book starts with a framework for considering the various bases and methods available for conducting segmentation studies. The second section contains a more detailed discussion of the methodology for market segmentation, from traditional clustering algorithms to more recent developments in finite mixtures and latent class models. Three types of finite mixture models are discussed in this second section: simple mixtures, mixtures of regressions and mixtures of unfolding models. The third main section is devoted to special topics in market segmentation such as joint segmentation, segmentation using tailored interviewing and segmentation with structural equation models. The fourth part covers four major approaches to applied market segmentation: geo-demographic, lifestyle, response-based, and conjoint analysis. The final concluding section discusses directions for further research.
| Author | : Sally Dibb |
| Publisher | : Routledge |
| Total Pages | : 204 |
| Release | : 2008 |
| Genre | : Business & Economics |
| ISBN | : 0789029170 |
Market segmentation is a main aspect of an effective business strategy, but implementation is often difficult and ultimately unsuccessful. Market Segmentation Success: Making It Happen! offers a solid review of the concepts of market segmentation and target market selection, as well as clearly explaining how to create market segments, how to select which customers to target, what problems will be encountered, and how to best overcome these challenges to success. Marketing experts Sally Dibb and Lyndon Simkin use their consultancy-inspired guidance in this easy-to-read text that provides best practice processes, detailed illustrations, and helpful real-world case examples. Market Segmentation Success: Making It Happen! explores the principles and foundations of segmentation, types of problems reported by practitioners, and offers strategies for solving them. The importance of understanding the customer is discussed at length, along with contrasting approaches to conducting quantitative, qualitative, Greenfield, or evolution segmentation. The authors discuss in detail how to identify, diagnose, and treat segmentation blockers and provide 30 rules for segmentation success. This how-to guidebook shows students, beginners, and even the more seasoned professionals how to improve their efforts for success. The book includes numerous figures and tables to clearly illustrate concepts and data. Market Segmentation Success: Making It Happen! is an invaluable resource for business practitioners, consultants, educators, and MBA students working on marketing strategy, marketing management, and marketing operations.
| Author | : Art Weinstein |
| Publisher | : Psychology Press |
| Total Pages | : 268 |
| Release | : 2004 |
| Genre | : Business & Economics |
| ISBN | : 9780789021571 |
This is a practical how-to guide to what marketers need to know about defining, segmenting and targeting business markets: assessing customer needs; gauging the competition; designing winning strategies; and maximising corporate resources.
| Author | : Sally Dibb |
| Publisher | : |
| Total Pages | : |
| Release | : 1996 |
| Genre | : |
| ISBN | : 9781861520111 |
| Author | : Bill Aulet |
| Publisher | : John Wiley & Sons |
| Total Pages | : 289 |
| Release | : 2017-03-16 |
| Genre | : Business & Economics |
| ISBN | : 1119365775 |
The essential companion to the book that revolutionized entrepreneurship Disciplined Entrepreneurship Workbook provides a practical manual for working the 24-step framework presented in Disciplined Entrepreneurship. Unlocking key lessons and breaking down the steps, this book helps you delve deeper into the framework to get your business up and running with a greater chance for success. You'll find the tools you need to sharpen your instinct, engage your creativity, work through hardship, and give the people what they want—even if they don't yet know that they want it. Real-world examples illustrate the framework in action, and case studies highlight critical points that can make or break you when your goal is on the line. Exercises and assessments help you nail down your strengths, while pointing out areas that could benefit from reinforcement—because when it comes to your business, "good enough" isn't good enough—better is always better. Disciplined Entrepreneurship transformed the way that professionals think about starting a company, and this book helps you dig into the proven framework to make your business dreams a reality. Delve deeper into the 24 steps to success Innovate, persevere, and create the product people want Internalize lessons learned from real-world entrepreneurs Test your understanding with exercises and case studies The book also includes new material on topics the author has found to be extremely useful in getting the most value out of the framework including Primary Market Research, Windows of Opportunity and Triggers. The book also introduces the Disciplined Entrepreneurship Canvas to track your progress on this journey. Starting a company is a serious undertaking, with plenty of risk and sacrifice to go around—so why not minimize the risk and make the outcome worth the sacrifice? Author Bill Aulet's 24-step framework is proven to build a successful business; the key is in how well you implement it. Disciplined Entrepreneurship Workbook helps you master the skills, tools, and mindset you need to get on your path to success.
| Author | : Art Weinstein |
| Publisher | : Routledge |
| Total Pages | : 199 |
| Release | : 2014-05-12 |
| Genre | : Business & Economics |
| ISBN | : 1136773797 |
Lifestyle Market Segmentation gives author and marketing expert Dennis Cahill the chance to put his nearly 30 of years marketing and teaching experience to practical useto clearly explain the process of market segmentation and its applications. This text goes beyond the obvious demographic and/or geographic categories to get at the whys of customer behaviors, carefully reviewing every facet, from theory to the exploration of applications. Step by step, this easy-to-understand book, written by the author of How Consumers Pick a Hotel: Strategic Segmentation and Target Marketing and other classic marketing books, walks readers through the process, giving real-life examples as illustration as it provides the tools to effectively market by lifestyle segment in today's competitive marketplace. This invaluable text is extensively referenced and includes several tables and figures to clarify concepts and data.
| Author | : Alexander Chernev |
| Publisher | : Cerebellum Press |
| Total Pages | : 21 |
| Release | : |
| Genre | : Business & Economics |
| ISBN | : |
Deciding which customers to serve is a defining aspect of a company’s strategy. It influences all other aspects of the target market—competitors, collaborators, the company’s resources necessary to serve these customers, and the context in which the company operates. The fundamental role that identifying target customers plays in defining a company’s business model highlights the importance of applying a systematic approach to targeting. Accordingly, this note outlines the key steps in the process of identifying target customers and illustrates the process of segmentation and targeting with a concrete example. This note is an excerpt (Appendix A) from Strategic Marketing Management: Theory and Practice by Alexander Chernev (Cerebellum Press, 2019).
