Market segmentation : conceptual and methodological foundations
著者
書誌事項
Market segmentation : conceptual and methodological foundations
（International series in quantitative marketing）
Kluwer Academic Publishers, c1998
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注記
Includes bibliographical references (p. [339]-365) and index
内容説明・目次
内容説明
Modern marketing in industrialized countries cannot do without segmentation of the potential market; goods can no longer be produced and sold without considering customer needs and recognizing the heterogeneity of those needs. Since the concept emerged in the late 1950s, segmentation has been one of the most researched topics in the marketing literature. It has become a central concept in marketing, both in theory and in practice. Recent technological developments, yielding a growing volume of information and a more detailed accounting of consumers' actual behaviour, present new challenges and opportunities for market segmentation. Providing an overview of the current state of the art in segmentation research, this book aims to provide readers with both the conceptual basis as well as the tools necessary to conduct segmentation studies in a large number of markets, illustrated through a variety of applications.
目次
- Introduction: the historical development
- segmentation bases
- segmentation methods
- tools for market segmentation. Part 1 Segmentation methodology: clustering methods
- mixture models
- mixture-regression models
- mixture-unfolding models
- profiling segments
- dynamic segmentation. Part 2 Special topics in market segmentation: joint segmentation
- market segmentation with tailored interviewing
- model-based segmentation using simultaneous and structural equation models. Part 3 Applied market segmentation: general observable bases - geo-demographics
- general unobservable bases - values and lifestyles
- product-specific observable bases - response-based segmentation
- product-specific unobservable bases - conjoint analysis
- conclusions and directions for future research.
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