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Table of contents

  1. Front Matter
    Pages i-xxi
  2. Introduction

    1. Front Matter
      Pages 1-1
    2. Sara Dolnicar, Bettina Grün, Friedrich Leisch
      Pages 3-9 Open Access
    3. Sara Dolnicar, Bettina Grün, Friedrich Leisch
      Pages 11-22 Open Access
  3. Ten Steps of Market Segmentation Analysis

    1. Front Matter
      Pages 23-23
    2. Sara Dolnicar, Bettina Grün, Friedrich Leisch
      Pages 25-29 Open Access
    3. Sara Dolnicar, Bettina Grün, Friedrich Leisch
      Pages 31-37 Open Access
    4. Sara Dolnicar, Bettina Grün, Friedrich Leisch
      Pages 39-55 Open Access
    5. Sara Dolnicar, Bettina Grün, Friedrich Leisch
      Pages 57-73 Open Access
    6. Sara Dolnicar, Bettina Grün, Friedrich Leisch
      Pages 75-181 Open Access
    7. Sara Dolnicar, Bettina Grün, Friedrich Leisch
      Pages 183-197 Open Access
    8. Sara Dolnicar, Bettina Grün, Friedrich Leisch
      Pages 199-236 Open Access
    9. Sara Dolnicar, Bettina Grün, Friedrich Leisch
      Pages 237-243 Open Access
    10. Sara Dolnicar, Bettina Grün, Friedrich Leisch
      Pages 245-254 Open Access
    11. Sara Dolnicar, Bettina Grün, Friedrich Leisch
      Pages 255-267 Open Access
  4. Back Matter
    Pages 269-324

About this book

Introduction

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 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.

Keywords

Market Segmentation Market Research Market Segmentation Analysis Market Targeting Marketing Mix Tactical Marketing Strategic Marketing Descriptive Analysis Factor Analysis Cluster Analysis Data Structure Analysis Marketing Planning Target Market Computational Statistics Tourism Marketing Open Access

Authors and affiliations

  • Sara Dolnicar
    • 1
  • Bettina Grün
    • 2
  • Friedrich Leisch
    • 3
  1. 1.The University of QueenslandBrisbaneAustralia
  2. 2.Johannes Kepler Universität LinzLinzAustria
  3. 3.Universität für Bodenkultur WienViennaAustria

Bibliographic information

  • DOI https://doi.org/10.1007/978-981-10-8818-6
  • Copyright Information The Authors 2018
  • License CC BY
  • Publisher Name Springer, Singapore
  • eBook Packages Business and Management
  • Print ISBN 978-981-10-8817-9
  • Online ISBN 978-981-10-8818-6
  • Series Print ISSN 2192-8096
  • Series Online ISSN 2192-810X
  • Buy this book on publisher's site
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