Segmentation and positioning for strategic marketing decisions / James H. Myers.

Format:

Book

Author/Creator:

Myers, James H.

Language:

English

Subjects (All):

Marketing--Statistical methods.

Marketing.

Market segmentation.

Physical Description:

xiii, 358 pages : illustrations ; 24 cm

Place of Publication:

Chicago : American Marketing Association, [1996]

Summary:

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.

Contents:

Strategic marketing planning

Introduction to market segmentation

Some common basis variables

Segmentation using interdependence methods: partition clustering

Segmentation using interdependence methods: hierarchical clustering

Segmentation using dependence methods: interaction detection

Some basic positioning concepts and techniques

Perceptual positioning maps

Preference positioning maps

Other types of positioning maps

Positioning based on laddering

New products/services: the present scenario

Benefit structure analysis

Market structure studies: the Stefflre process

Index.

Notes:

Includes bibliographical references and index.

ISBN:

0877572593

OCLC:

34545538