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(More customer reviews)We conduct several customer segmentaiton studies for various clients each year. This is one of only 5 books I recommend to other market researcher who are interested in the topic of consumer segmentation.
Click Here to see more reviews about: Market Segmentation: Conceptual and Methodological Foundations (International Series in Quantitative Marketing)
Modern marketing techniques in industrialized countries cannotbe implemented without segmentation of the potential market. Goods areno longer produced and sold without a significant consideration ofcustomer needs combined with a recognition that these needs areheterogeneous. Since first emerging in the late 1950s, the concept ofsegmentation has been one of the most researched topics in themarketing literature. Segmentation has become a central topic to boththe theory and practice of marketing, particularly in the recentdevelopment of finite mixture models to better identify marketsegments. This second edition of Market Segmentation updates and extendsthe integrated examination of segmentation theory and methodologybegun in the first edition. A chapter on mixture model analysis ofpaired comparison data has been added, together with a new chapter onthe pros and cons of the mixture model. The book starts with aframework for considering the various bases and methods available forconducting segmentation studies. The second section contains a moredetailed discussion of the methodology for market segmentation, fromtraditional clustering algorithms to more recent developments infinite mixtures and latent class models. Three types of finite mixturemodels are discussed in this second section: simple mixtures, mixturesof regressions and mixtures of unfolding models. The third mainsection is devoted to special topics in market segmentation such asjoint segmentation, segmentation using tailored interviewing andsegmentation with structural equation models. The fourth part coversfour major approaches to applied market segmentation: geo-demographic,lifestyle, response-based, and conjoint analysis. The final concludingsection discusses directions for further research.
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