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Market Segmentation Analysis: Understanding It, Doing It, and Making It Useful
Inside this Book

If you make use of this material, you may credit the authors as follows:

Leisch Friedrich et al., "Market Segmentation Analysis: Understanding It, Doing It, and Making It Useful", , 2018, DOI: , License: http://creativecommons.org/licenses/by/4.0/

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. 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.||Dieses Open Access Buch offeriert allen etwas, die mit Marktsegmentierung zu tun haben: praktische Anleitungen für Anwender von Marktsegmentierungslösungen, organisatorische Hilfe zur Umsetzung und Datensammlung, sowie Hilfe zur technischen und statistischen Umsetzung von Marktsegmentierungsanalysen. Auch Experten der Marktsegmentierung finden neue Werkzeuge, inbesonders eine umfangreiche Sammlung von Visualisierungsmethoden zur einfacheren Interpretation und Selektion von Marktsegmenten. Alle Berechnungen werden nicht nur detailliert erklärt, sondern von R Code begleitet, welcher es dem Leser erlaubt, alle Analysen im Buch mit Hilfe der Open Source Statistiksoftware R zu replizieren.

Keywords

Marktforschung, Marktsegmentierung, Marketing Mix, Taktisches Marketing, Strategisches Marketing, Deskriptive Analyse, Faktorenanalyse, Clusteranalyse, Datenstrukturanalyse, Marketing Planung, Computationale Statistik, Tourismusmarketing, Open Access, Öfos 2012, Marketing, Öfos 2012, Statistik, Öfos 2012, Tourismusforschung, Öfos 2012, Softwareentwicklung, Market Research, Market Segmentation, 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, Öfos 2012, Marketing, Öfos 2012, Statistics, Öfos 2012, Tourism Research, Öfos 2012, Software Development

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