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A Nonparametric Approach to Perceptions-Based Market Segmentation: Foundations

Interdisciplinary Studies in Economics and Management 1

Erschienen am 03.09.2012, 1. Auflage 2000
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Bibliografische Daten
ISBN/EAN: 9783709171905
Sprache: Englisch
Umfang: IV, 199 S., 14 s/w Illustr.
Einband: kartoniertes Buch

Beschreibung

The new series edited by the "Jubiläumsstiftung of the Wirtschaftsuniversität Wien" aims at presenting results of interdisciplinary research conducted at one of the largest business schools in Europe. Volumes 1 and 2 focus on recent results gained by a group of mathematicians and marketing scientists. It is a unique feature that the writing style adopted for this series makes the findings accessible for members of both research communities. It is also targeted to practitioners in marketing management with an interest in optimally exploiting their consumer survey and panel data. Market segmentation and product positioning are major strategic issues in a company's marketing decision making. The analytical tools highlighted in the Foundations' and Applications' Volumes are new instruments for exploratory and inferential market structure analysis based on consumer brand perceptions and choice. Unlike the majority of contemporary marketing modeling these methods operate nonparametrically thus avoiding the rigorous assumptions which are rarely satisfied by real-world data.

Produktsicherheitsverordnung

Hersteller:
Springer Verlag GmbH
juergen.hartmann@springer.com
Tiergartenstr. 17
DE 69121 Heidelberg

Autorenportrait

InhaltsangabePerceptual market structure and strategy formation (J. A. Mazanec): Market segmentation; Getting prepared for PBMS; The analytical challenges; Conventional methodology; Implementing PBMS.- Statistical Foundations (H. Strasser): Reduction of Complexity; Analysis of Consumer Perceptions.