Market Segmentation

Table of Contents

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   Book Overview
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   Chapter 1 The Historical Development of the Market Segmentation Concept
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   Chapter 2 Segmentation Bases
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   Chapter 3 Segmentation Methods
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   Chapter 4 Tools for Market Segmentation
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   Chapter 5 Clustering Methods
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   Chapter 6 Mixture Models
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   Chapter 7 Mixture Regression Models
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   Chapter 8 Mixture Unfolding Models
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    Chapter 9 Profiling Segments
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    Chapter 10 Dynamic Segmentation
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    Chapter 11 Joint Segmentation
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    Chapter 12 Market Segmentation with Tailored Interviewing
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    Chapter 13 Model-Based Segmentation Using Structural Equation Models
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    Chapter 14 Segmentation Based on Product Dissimilarity Judgements
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    Chapter 15 General Observable Bases: Geo-Demographics
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    Chapter 16 General Unobservable Bases: Values and Lifestyles
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    Chapter 17 Product-Specific Observable Bases: Response-Based Segmentation
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    Chapter 18 Product-Specific Unobservable Bases: Conjoint Analysis
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    Chapter 19 Conclusions: Representations of Heterogeneity
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    Chapter 20 Directions for Future Research