Why Marketing to Women Doesn`t Work: Using Market Segmentation to Understand Consumer Needs, Darroch J.

Автор: Bodea
Название: Segmentation, Revenue Management and Pricing Analytics
ISBN: 0415898331 ISBN-13(EAN): 9780415898331
Издательство: Taylor&Francis
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Цена: 10411.00 р.
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Описание: This book guides students and professionals in identifying and exploiting revenue management and pricing opportunities to improve profit in different business contexts, using relevant concepts and quantitative methods.

Автор: Wedel
Название: Market segmentation
ISBN: 0792386353 ISBN-13(EAN): 9780792386353
Издательство: Springer
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Цена: 30606.00 р.
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Описание: Modern marketing techniques in industrialized countries cannot be implemented without segmentation of the potential market. Goods are no longer produced and sold without a significant consideration of customer needs combined with a recognition that these needs are heterogeneous. Since first emerging in the late 1950s, the concept of segmentation has been one of the most researched topics in the marketing literature.

Segmentation has become a central topic to both the theory and practice of marketing, particularly in the recent development of finite mixture models to better identify market segments. This second edition of "Market Segmentation" updates and extends the integrated examination of segmentation theory and methodology begun in the first edition. A chapter on mixture model analysis of paired comparison data has been added, together with a new chapter on the pros and cons of the mixture model.This book starts with a framework for cons dering the various bases and methods available for conducting segmentation studies.

The second section contains a more detailed discussion of the methodology for market segmentation, from traditional clustering algorithms to more recent developments in finite mixtures and latent class models. Three types of finite mixture models are discussed in this second section: simple mixtures, mixtures of regressions and mixtures of unfolding models. The third main section is devoted to special topics in market segmentation such as joint segmentation, segmentation using tailored interviewing and segmentation with structural equation models.

The fourth part covers four major approaches to applied market segmentation: geo-demographic, lifestyle, response-based, and conjoint analysis. The final concluding section discusses directions for further research.

Автор: Robert Andrew Dunn
Название: Multidisciplinary Perspectives on Media Fandom
ISBN: 1799833240 ISBN-13(EAN): 9781799833246
Издательство: Mare Nostrum (Eurospan)
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Цена: 20236.00 р.
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Описание: Leisure time today is driven by fandom from sports fans to comic collectors, gamers, and cosplayers. Fandom has developed into a self-identifying social construct researchers are still attempting to understand. While some fandoms such as cosplayers are still developing, other fandoms, for instance the secondary sports fan, have been completely ignored. Fandom is an important facet in today's society with such enthusiasm and support shaping not only the fan but also society at large.

Multidisciplinary Perspectives on Media Fandom is a pivotal reference source that provides vital research that reviews some of the most exigent facets of today's fandom and highlights understudied cultures of fandom as well as emerging intricacies of established fandom. While promoting topics such as esports, influencer culture, and marketing trends, this publication explores both qualitative and quantitative approaches as well as the methods of social science and critical perspectives. This book is ideally designed for marketers, media strategists, brand managers, consumer behavior analysts, researchers, academics, and students.

Автор: Dietrich
Название: Segmentation in Social Marketing
ISBN: 9811018332 ISBN-13(EAN): 9789811018336
Издательство: Springer
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Цена: 18167.00 р.
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Описание: This book brings together current innovative methods and approaches to segmentation and outlines why segmentation is needed to support more effective social marketing program design. It presents a variety of segmentation approaches alongside case studies of their application in various social marketing contexts. The book extends the use of segmentation in social marketing, which will ultimately lead to more effective and better-tailored programs that deliver change for the better. As such, it offers a detailed handbook on how to conduct state-of-the-art segmentation, and provides a valuable resource for academics, social marketers, educators, and advanced students alike.

Автор: Dietrich Timo, Rundle-Thiele Sharyn, Kubacki Krzysztof
Название: Segmentation in Social Marketing: Process, Methods and Application
ISBN: 9811094578 ISBN-13(EAN): 9789811094576
Издательство: Springer
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Цена: 19564.00 р.
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Описание: This book brings together current innovative methods and approaches to segmentation and outlines why segmentation is needed to support more effective social marketing program design.

Автор: Malcolm McDonald
Название: Market Segmentation,
ISBN: 0750659815 ISBN-13(EAN): 9780750659819
Издательство: Elsevier Science
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Цена: 6653.00 р.
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Описание: Segmentation and marketing mapping are core areas of the marketing syllabus. Dealing with market segmentation, this book features diagrams and market maps. It is intended for students and executives.

Автор: Sara Dolnicar; Bettina Gr?n; Friedrich Leisch
Название: Market Segmentation Analysis
ISBN: 9811342482 ISBN-13(EAN): 9789811342486
Издательство: Springer
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Цена: 6986.00 р.
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Описание: This book is published open access under a CC BY 4.0 license.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.

Автор: Dibb, Sally Simkin, Lyndon
Название: Market segmentation success
ISBN: 0789029189 ISBN-13(EAN): 9780789029188
Издательство: Taylor&Francis
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Цена: 10411.00 р.
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Описание: Market Segmentation Success: Making It Happen! reviews the principles of market segmentation and target market selection in an easy-to-read format. This how-to guide offers helpful strategies to common problems and best practice processes based on real-world case examples that will help professionals in their efforts for success.

Автор: Michel Wedel; Wagner A. Kamakura
Название: Market Segmentation
ISBN: 146137104X ISBN-13(EAN): 9781461371045
Издательство: Springer
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Цена: 41925.00 р.
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Описание: The third main section is devoted to special topics in market segmentation such as joint segmentation, segmentation using tailored interviewing and segmentation with structural equation models.

Автор: Darroch Jenny
Название: Why Marketing to Women Doesn`t Work
ISBN: 1137358165 ISBN-13(EAN): 9781137358165
Издательство: Springer
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Цена: 5309.00 р.
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Описание: This book addresses the challenges and subtleties behind marketing to women and confronts the idea that gender alone can be used as an indicator to target your market. Darroch provides practical insights into market segmentation and recommends a new approach that focuses on targeting human needs, not gender, in order to reach female customers.

Автор: Bikramjit Rishi, Sapna Popli
Название: Crafting Customer Experience Strategy: Lessons from Asia
ISBN: 1839097116 ISBN-13(EAN): 9781839097119
Издательство: Emerald
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Цена: 15041.00 р.
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Описание: Crafting Customer Experience Strategy: Lessons from Asia looks at how Customer Experience Management can be vital in providing a competitive advantage for businesses. This is essential reading for marketing scholars and practitioners looking for insights into improving their customers` experiences.

Автор: Sabyasachi Dasgupta, Santosh Kumar Biswal, M. Anil Ramesh
Название: Holistic Approaches to Brand Culture and Communication Across Industries
ISBN: 1522531505 ISBN-13(EAN): 9781522531500
Издательство: Mare Nostrum (Eurospan)
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Цена: 32848.00 р.
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Описание: Presents the latest research findings on the use of theoretical and applied frameworks of brand awareness and culture. Featuring extensive coverage on relevant areas such as consumer behaviour, observational research, and brand equity, this publication is a resource for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.