Segmentation and Positioning for Strategic Marketing Decisions by James H Myers

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Segmentation and Positioning for Strategic Marketing Decisions by James H Myers

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Summary

Discusses the intricacies of segmentation and positioning techniques and shows the ways these techniques can be interpreted and used in the real world. This book covers measuring scales, cluster analysis, conjoint analysis, multivariate analysis, Chaid, and classification and regression trees.

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Segmentation and Positioning for Strategic Marketing Decisions by James H Myers

Useful to both consumer marketers and business-to-business researchers, this detailed and engaging book delves much more deeply into segmentation than other marketing handbooks. Myers mediates between discussing the intricacies of segmentation and positioning techniques and showing the ways these techniques can be interpreted and used in the real world. The book covers measuring scales, cluster analysis, conjoint analysis, multivariate analysis, CHAID, and classification and regression trees. Other chapters deal with perceptual positioning maps-point and vector, value maps laddering techniques, and quadrant analysis. Myers uses examples to explain research analysis and provides practical information. In addition to explaining how to evaluate results, he provides caveats and explains pitfalls of each technique.

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SKU Unavailable
ISBN 13 9780877572596
ISBN 10 0877572593
Title Segmentation and Positioning for Strategic Marketing Decisions
Author James H Myers
Condition Unavailable
Publisher McGraw-Hill Education - Europe
Year published 1996-07-01
Number of pages 358
Cover note Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
Note Unavailable