A Nonparametric Approach to Perceptions-Based Market Segmentation: Applications
(Sprache: Englisch)
The new series edited by the "Jubiläumsstiftung of the Wirtschaftsuniversität Wien", aims at presenting results of interdisciplinary research conducted at one of the largest business schools in Europe. The Volumes One and Two focus on recent...
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The new series edited by the "Jubiläumsstiftung of the Wirtschaftsuniversität Wien", aims at presenting results of interdisciplinary research conducted at one of the largest business schools in Europe. The Volumes One and Two focus on recent results gained by a group of mathematicians and marketing scientists. It is a unique feature that the writing style adopted for this series makes the findings accessible for members of both research communities. It is also targeted to practitioners in marketing management with an interest in optimally exploiting their consumer survey and panel data. Market segmentation and product positioning are major strategic issue in a company's marketing decision making. The analytical tools highlighted in the Foundations' and Applications' Volumes are new instruments for exploratory and inferential market structure analysis based on consumer brand perceptions and choice. Unlike the majority of contemporary marketing modeling these methods operate nonparametrically thus avoiding the rigorous assumptions which are rarely satisfied by real-world data.
Klappentext zu „A Nonparametric Approach to Perceptions-Based Market Segmentation: Applications “
The new series edited by the "Jubiläumsstiftung of the Wirtschaftsuniversität Wien", aims at presenting results of interdisciplinary research conducted at one of the largest business schools in Europe. The volumes one and two focus on recent results gained by a group of mathematicians and marketing scientists. It is a unique feature that the writing style adopted for this series makes the findings accessible for members of both research communities. It is also targeted to practitioners in marketing management with an interest in optimally exploiting their consumer survey and panel data. Market segmentation and product positioning are major strategic issues in a company's marketing decision making. The analytical tools highlighted in the 'Foundations and Applications Volumes' are new instruments for exploratory and inferential market structure analysis based on consumer brand perceptions and choice. Unlike the m ajority of contemporary marketing modeling these methods operate nonparametrically thus avoiding the rigorous assumptions which are rarely satisfied by real-world data.
Inhaltsverzeichnis zu „A Nonparametric Approach to Perceptions-Based Market Segmentation: Applications “
From the contents: How tourists perceive city destinations - a case for perceptions-based market segmentation and competition analysis (S. Dolnicar): Marketing research; Data; Answer pattern compression; Perceptual competition analysis; Concentration analysis; Segment formation; Conclusions- Segmentation and positioning analysis of competitive retail markets based on binary store image and preference data (C. Buchta, T. Reutterer): Introduction; A stepwise segmentation procedure; Standard market research data; Compression of perceptual profiles; Characterizing perceptual classes; Formation of market segments; Target marketing strategies; Discussion
Autoren-Porträt von Christian Buchta, Sara Dolnicar, Thomas Reutterer
Thomas Reutterer ist außerordentlicher Universitätsprofessor am Institut für Handel und Marketing der Wirtschaftsuniversität Wien. Er war Gastprofessor an der University of Sydney und verbrachte ein Sabbatical bei der internationalen Marketing- und Strategieberatung Simon-Kucher&Partners. Seine Forschungsschwerpunkte beinhalten die Themenbereiche Preis- und Category-Management im Handel, Sortimentsverbundanalyse, Customer Relationship Management (CRM) sowie dynamische Segmentierungsansätze.
Bibliographische Angaben
- Autoren: Christian Buchta , Sara Dolnicar , Thomas Reutterer
- 2000, Maße: 15,5 x 23,5 cm, Gebunden, Englisch
- Verlag: Ambra
- ISBN-10: 3211834745
- ISBN-13: 9783211834749
Sprache:
Englisch
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