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  • UB Potsdam  (4)
  • TH Brandenburg
  • Jüdisches Museum
  • 2015-2019  (4)
  • Dolnicar, Sara  (4)
  • 1
    Online Resource
    Online Resource
    Market segmentation analysis : understanding it, doing it, and making it useful (2018)
    Singapore, Singapore :Springer Open,
    Details
    UID:
    almafu_BV045111795
    Format: 1 Online-Ressource.
    ISBN: 978-981-10-8818-6
    Series Statement: Management for professionals
    Additional Edition: Erscheint auch als Druck-Ausgabe ISBN 978-981-10-8817-9
    Language: English
    Subjects: Economics
    RVK:
    QP 621
    Keywords: Marktsegmentierung ; Marktanalyse
    DOI: 10.1007/978-981-10-8818-6
    URL: Volltext  (kostenfrei)
    URL: Volltext  (kostenfrei)
    URL: lizenzpflichtig
    URL: Volltext  (kostenfrei)
    URL: Volltext  (kostenfrei)
    Library Location Call Number Volume/Issue/Year Availability
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    Online Resource
    Fulltext
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    HWR Berlin
    UB Potsdam
    EUV Frankfurt
    HTW Berlin
    FH Potsdam
    BTU Cottbus
    TU Berlin
  • 2
    Online Resource
    Online Resource
    Market Segmentation Analysis: Understanding It, Doing It, and Making It Useful (2018)
    [Erscheinungsort nicht ermittelbar] : Verlag der Österreichischen Akademie der Wissenschaften
    Details
    UID:
    gbv_179458482X
    Format: 1 Online-Ressource
    ISBN: 9789811088179
    Content: 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
    Content: 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
    Note: English
    Language: English
    URL: kostenfrei
    Library Location Call Number Volume/Issue/Year Availability
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    Online Resource
    Stabi Berlin
    UB Potsdam
  • 3
    Online Resource
    Online Resource
    Market Segmentation Analysis : Understanding It, Doing It, and Making It Useful (2018)
    Singapore : Springer Nature
    Details
    UID:
    gbv_1778545114
    Format: 1 Online-Ressource (324 p.)
    ISBN: 9789811088186
    Series Statement: Management for Professionals
    Content: Business; Management science; Market research; Statistics
    Note: English
    Language: English
    URL: kostenfrei
    Library Location Call Number Volume/Issue/Year Availability
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    Online Resource
    Stabi Berlin
    UB Potsdam
  • 4
    Online Resource
    Online Resource
    Market Segmentation Analysis : Understanding It, Doing It, and Making It Useful (2018)
    Singapore : Springer Singapore Pte. Limited
    Details
    UID:
    gbv_187051338X
    Format: 1 online resource (332 pages)
    Edition: 1st ed.
    ISBN: 9789811088186
    Series Statement: Management for Professionals Series
    Content: 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.
    Note: Description based on publisher supplied metadata and other sources
    Additional Edition: ISBN 9789811088179
    Additional Edition: Erscheint auch als Druck-Ausgabe ISBN 9789811088179
    Language: English
    URL: lizenzpflichtig
    Library Location Call Number Volume/Issue/Year Availability
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    Online Resource
    UB Potsdam
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