Segmentation and Positioning for Strategic Marketing Decisions by James H Myers

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.

SKU	Non disponible
ISBN 13	9780877572596
ISBN 10	0877572593
Titre	Segmentation and Positioning for Strategic Marketing Decisions
Auteur	James H Myers
État	Non disponible
Éditeur	McGraw-Hill Education - Europe
Année de publication	1996-07-01
Nombre de pages	358
Note de couverture	La photo du livre est présentée à titre d'illustration uniquement. La reliure, la couverture ou l'édition réelle peuvent varier.
Note	Non disponible