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dc.contributor.authorLeisch, Friedrich
dc.contributor.authorDolnicar, Sara
dc.contributor.authorGrün, Bettina
dc.date.accessioned2021-11-05T04:03:34Z
dc.date.available2021-11-05T04:03:34Z
dc.date.issued2018
dc.identifier.isbn978-981-10-8817-9
dc.identifier.urihttps://library.oapen.org/handle/20.500.12657/51281
dc.description.abstractThis 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.
dc.languageEnglish
dc.subject.classificationbic Book Industry Communication::K Economics, finance, business & management::KJ Business & management::KJM Management & management techniques::KJMV Management of specific areas::KJMV7 Sales & marketing managementen
dc.subject.otherMarktforschung, Marktsegmentierung, Marketing Mix, Taktisches Marketing, Strategisches Marketing, Deskriptive Analyse, Faktorenanalyse, Clusteranalyse, Datenstrukturanalyse, Marketing Planung, Computationale Statistik, Tourismusmarketing, Open Accessde
dc.subject.otherÖFOS 2012, Marketingde
dc.subject.otherÖFOS 2012, Statistikde
dc.subject.otherÖFOS 2012, Tourismusforschungde
dc.subject.otherÖFOS 2012, Softwareentwicklungde
dc.subject.otherMarket 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 Accessen
dc.subject.otherÖFOS 2012, Marketingen
dc.subject.otherÖFOS 2012, Statisticsen
dc.subject.otherÖFOS 2012, Tourism researchen
dc.subject.otherÖFOS 2012, Software developmenten
dc.titleMarket Segmentation Analysis: Understanding It, Doing It, and Making It Usefulen
dc.typebook
dc.typebook
oapen.abstract.otherlanguageDieses 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.
oapen.relation.isPublishedBySpringer Nature
oapen.relation.isFundedBy0bdd30b8-28cc-4e2d-bd69-6cabb77b36d4
oapen.collectionAustrian Science Fund (FWF)
oapen.imprintSpringer
oapen.grant.numberPUB 580


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