Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/182365
Authors: 
Dolnicar, Sara
Grün, Bettina
Leisch, Friedrich
Year of Publication: 
2018
Series/Report no.: 
Management for Professionals
Abstract: 
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 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.
Persistent Identifier of the first edition: 
ISBN: 
978-981-10-8818-6
Creative Commons License: 
https://creativecommons.org/licenses/by/4.0/
Document Type: 
Book
Document Version: 
Published Version
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