Kooperativer Bibliotheksverbund

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Format: DVD-Video (88 Min.) , in Farbe , dolby digital

Content: Als man am 17.06.1986 einen Mann tot aus einem See am Rande von Ost-Berlin zieht, ist es der amerikanische Sänger und Schauspieler Dean Reed, eine der geheimnisvollsten Ikonen der globalen Popkultur zu Zeiten des Kalten Krieges. Dean Reed war befreundet mit Salvador Allende und Yasser Arafat, protestierte auf der ganzen Welt gegen Militär-Regimes und den Vietnamkrieg, drehte Spaghettiwestern in Italien, tourte als erster Amerikaner durch die Sowjetunion, sang Country-Schlager im DDR-Fernsehen und ließ sich mit Maschinengewehr im Libanon ablichten. Als Junge aus einer Kleinstadt Colorados ging er nach Hollywood und produzierte eine handvoll Singles. "Our Summer Romance" eroberte in Südamerika die Charts. Dean Reed war Cowboy und Entertainer, Teenie-Star und Frauenschwarm, Friedenskämpfer und Rebell, der unermüdlich mit seiner Gitarre um den Erdball reiste und dabei nicht nur seine eigenen Grenzen, sondern auch die gültigen Einzugsbereiche der ideologischen Blöcke herausforderte. Als er 1972 in die DDR zieht, ist Dean Reed ein gefeierter Star des Sozialismus. Sein Mythos hat die Ära des Kalten Krieges überlebt.

Note: Deutsch , Englisch , Spanisch

Language: Spanish

Keywords: DVD-Video

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Format: 1 electronic resource (xxi, 324 pages) : , illustrations.

ISBN: 9789811088179 , 9811088179 , 9789811342486 , 9811342482 , 9789811088186 , 9811088187

Series Statement: Management for professionals,

Content: MACHINE-GENERATED SUMMARY NOTE: "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 an approach to exploring data structure and choosing a suitable number of market segments, and 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."

Note: MACHINE-GENERATED CONTENTS NOTE: Part I. Introduction.- Chapter 1. Market segmentation.- Chapter 2. Market segmentation analysis.- Part II. Ten steps of market segmentation analysis.- Chapter 3. STEP 1: Deciding (not) to segment.- Chapter 4. STEP 2: Specifying the ideal target segment.- Chapter 5. STEP 3: Collecting data.- Chapter 6. STEP 4: Exploring data.- Chapter 7. STEP 5: Extracting segments.- Chapter 8. STEP 6: Profiling segments.- Chapter 9. STEP 7: Describing segments.- Chapter 10. STEP 8: Selecting (the) target segment(s).- Chapter 11. STEP 9: Customising the marketing mix.- Chapter 12. STEP 10: Evaluation and monitoring.

Language: English

Keywords: Handbooks and manuals

URL: FULL

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Format: 1 online resource (332 pages)

Edition: 1st ed.

ISBN: 9789811088186

Series Statement: Management for Professionals Series

Note: Intro -- Preface -- References -- Contents -- List of Figures -- List of Tables -- Part I Introduction -- 1 Market Segmentation -- 1.1 Strategic and Tactical Marketing -- 1.2 Definitions of Market Segmentation -- 1.3 The Benefits of Market Segmentation -- 1.4 The Costs of Market Segmentation -- References -- 2 Market Segmentation Analysis -- 2.1 The Layers of Market Segmentation Analysis -- 2.2 Approaches to Market Segmentation Analysis -- 2.2.1 Based on Organisational Constraints -- 2.2.2 Based on the Choice of (the) SegmentationVariable(s) -- 2.3 Data Structure and Data-Driven Market Segmentation Approaches -- 2.4 Market Segmentation Analysis Step-by-Step -- References -- Part II Ten Steps of Market Segmentation Analysis -- 3 Step 1: Deciding (not) to Segment -- 3.1 Implications of Committing to Market Segmentation -- 3.2 Implementation Barriers -- 3.3 Step 1 Checklist -- References -- 4 Step 2: Specifying the Ideal Target Segment -- 4.1 Segment Evaluation Criteria -- 4.2 Knock-Out Criteria -- 4.3 Attractiveness Criteria -- 4.4 Implementing a Structured Process -- 4.5 Step 2 Checklist -- References -- 5 Step 3: Collecting Data -- 5.1 Segmentation Variables -- 5.2 Segmentation Criteria -- 5.2.1 Geographic Segmentation -- 5.2.2 Socio-Demographic Segmentation -- 5.2.3 Psychographic Segmentation -- 5.2.4 Behavioural Segmentation -- 5.3 Data from Survey Studies -- 5.3.1 Choice of Variables -- 5.3.2 Response Options -- 5.3.3 Response Styles -- 5.3.4 Sample Size -- 5.4 Data from Internal Sources -- 5.5 Data from Experimental Studies -- 5.6 Step 3 Checklist -- References -- 6 Step 4: Exploring Data -- 6.1 A First Glimpse at the Data -- 6.2 Data Cleaning -- 6.3 Descriptive Analysis -- 6.4 Pre-Processing -- 6.4.1 Categorical Variables -- 6.4.2 Numeric Variables -- 6.5 Principal Components Analysis -- 6.6 Step 4 Checklist -- References , 7 Step 5: Extracting Segments -- 7.1 Grouping Consumers -- 7.2 Distance-Based Methods -- 7.2.1 Distance Measures -- 7.2.2 Hierarchical Methods -- Example: Tourist Risk Taking -- 7.2.3 Partitioning Methods -- 7.2.3.1 k-Means and k-Centroid Clustering -- 7.2.3.2 ``Improved'' k-Means -- 7.2.3.3 Hard Competitive Learning -- 7.2.3.4 Neural Gas and Topology Representing Networks -- 7.2.3.5 Self-Organising Maps -- 7.2.3.6 Neural Networks -- 7.2.4 Hybrid Approaches -- 7.2.4.1 Two-Step Clustering -- 7.2.4.2 Bagged Clustering -- 7.3 Model-Based Methods -- 7.3.1 Finite Mixtures of Distributions -- 7.3.1.1 Normal Distributions -- 7.3.1.2 Binary Distributions -- 7.3.2 Finite Mixtures of Regressions -- Example: Australian Travel Motives -- 7.3.3 Extensions and Variations -- 7.4 Algorithms with Integrated Variable Selection -- 7.4.1 Biclustering Algorithms -- Example: Australian Vacation Activities -- 7.4.2 Variable Selection Procedure for Clustering BinaryData (VSBD) -- Example: Australian Travel Motives -- 7.4.3 Variable Reduction: Factor-Cluster Analysis -- 7.5 Data Structure Analysis -- 7.5.1 Cluster Indices -- 7.5.1.1 Internal Cluster Indices -- 7.5.1.2 External Cluster Indices -- 7.5.2 Gorge Plots -- 7.5.3 Global Stability Analysis -- Example: Tourist Risk Taking -- 7.5.4 Segment Level Stability Analysis -- 7.5.4.1 Segment Level Stability Within Solutions -- 7.5.4.2 Segment Level Stability Across Solutions -- 7.6 Step 5 Checklist -- References -- 8 Step 6: Profiling Segments -- 8.1 Identifying Key Characteristics of Market Segments -- 8.2 Traditional Approaches to Profiling Market Segments -- 8.3 Segment Profiling with Visualisations -- 8.3.1 Identifying Defining Characteristics of MarketSegments -- 8.3.2 Assessing Segment Separation -- 8.4 Step 6 Checklist -- References -- 9 Step 7: Describing Segments -- 9.1 Developing a Complete Picture of Market Segments , 9.2 Using Visualisations to Describe Market Segments -- 9.2.1 Nominal and Ordinal Descriptor Variables -- 9.2.2 Metric Descriptor Variables -- 9.3 Testing for Segment Differences in Descriptor Variables -- 9.4 Predicting Segments from Descriptor Variables -- 9.4.1 Binary Logistic Regression -- 9.4.2 Multinomial Logistic Regression -- 9.4.3 Tree-Based Methods -- 9.5 Step 7 Checklist -- References -- 10 Step 8: Selecting (the) Target Segment(s) -- 10.1 The Targeting Decision -- 10.2 Market Segment Evaluation -- 10.3 Step 8 Checklist -- References -- 11 Step 9: Customising the Marketing Mix -- 11.1 Implications for Marketing Mix Decisions -- 11.2 Product -- 11.3 Price -- 11.4 Place -- 11.5 Promotion -- 11.6 Step 9 Checklist -- References -- 12 Step 10: Evaluation and Monitoring -- 12.1 Ongoing Tasks in Market Segmentation -- 12.2 Evaluating the Success of the Segmentation Strategy -- 12.3 Stability of Segment Membership and Segment Hopping -- 12.4 Segment Evolution -- Example: Winter Vacation Activities -- 12.5 Step 10 Checklist -- References -- A Case Study: Fast Food -- A.1 Step 1: Deciding (not) to Segment -- A.2 Step 2: Specifying the Ideal Target Segment -- A.3 Step 3: Collecting Data -- A.4 Step 4: Exploring Data -- A.5 Step 5: Extracting Segments -- A.5.1 Using k-Means -- A.5.2 Using Mixtures of Distributions -- A.5.3 Using Mixtures of Regression Models -- A.6 Step 6: Profiling Segments -- A.7 Step 7: Describing Segments -- A.8 Step 8: Selecting (the) Target Segment(s) -- A.9 Step 9: Customising the Marketing Mix -- A.10 Step 10: Evaluation and Monitoring -- B R and R Packages -- B.1 What Is R? -- B.1.1 A Short History of R -- B.1.2 R Packages -- B.1.3 Quality Control -- B.1.4 User Interfaces for R -- B.2 R Packages Used in the Book -- B.2.1 MSA -- B.2.2 flexclust -- B.2.3 flexmix -- B.2.4 Other Packages -- C Data Sets Used in the Book , C.1 Tourist Risk Taking -- C.2 Winter Vacation Activities -- C.3 Australian Vacation Activities -- C.4 Australian Travel Motives -- C.5 Fast Food -- Glossary -- References -- Index

Additional Edition: Print version Dolnicar, Sara Market Segmentation Analysis Singapore : Springer Singapore Pte. Limited,c2018 ISBN 9789811088179

Language: English

Keywords: Electronic books

URL: Full-text  ((OIS Credentials Required))