Segmentation and positioning for strategic marketing decisions /
Myers, James H.
Segmentation and positioning for strategic marketing decisions / James H. Myers. - Chicago : American Marketing Association, c1996. - xiii, 358 p. : ill. ; 24 cm.
Includes bibliographical references and index.
1. Strategic marketing planning - 2. Introduction to market segmentation - 3. Some common basis variables - 4. Segmentation using interdependence methods: Partition clustering - 5. Segmentation using interdependence methods: Hierarchical clustering - 6. Segmentation using dependence methods: Interaction detection - 7. Some basic positioning concepts and techniques - 8. Perceptual positioning maps - 9. Preference positioning maps - 10. Other types of positioning maps - 11. Positioning based on laddering - 12. New products/services: The present scenario - 13. Benefit structure analysis - 14. Market structure studies: The stefflre process.
0877572593 (hbk.)
Marketing--Statistical methods.
Market segmentation.
658.802 / MYE
Segmentation and positioning for strategic marketing decisions / James H. Myers. - Chicago : American Marketing Association, c1996. - xiii, 358 p. : ill. ; 24 cm.
Includes bibliographical references and index.
1. Strategic marketing planning - 2. Introduction to market segmentation - 3. Some common basis variables - 4. Segmentation using interdependence methods: Partition clustering - 5. Segmentation using interdependence methods: Hierarchical clustering - 6. Segmentation using dependence methods: Interaction detection - 7. Some basic positioning concepts and techniques - 8. Perceptual positioning maps - 9. Preference positioning maps - 10. Other types of positioning maps - 11. Positioning based on laddering - 12. New products/services: The present scenario - 13. Benefit structure analysis - 14. Market structure studies: The stefflre process.
0877572593 (hbk.)
Marketing--Statistical methods.
Market segmentation.
658.802 / MYE