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

By: Myers, James H.
Material type: TextTextPublisher: Chicago : American Marketing Association, c1996Bibliography: Includes bibliographical references and index.Description: xiii, 358 p. : ill. ; 24 cm.ISBN: 0877572593 (hard cover).Subject(s): Marketing -- Statistical methods | Market segmentationDDC classification: 658.8/02
Partial 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.
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Includes bibliographical references and index.

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.

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