Segmentation & Positioning For Strategic Marketing Decisions

Brand: South-Western Educational Pub
SKU: DADAX0877572593
ISBN : 9780877572596
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Segmentation & Positioning for Strategic Marketing Decisions

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.

Specifications of Segmentation & Positioning for Strategic Marketing Decisions

GENERAL
AuthorJames H. Myers
BindingHardcover
LanguageEnglish
Edition1
ISBN-100877572593
ISBN-139780877572596
PublisherSouth-Western Educational Pub
Number Of Pages358
Publication Date1996-07-01
DIMENSIONS
Height1.13 inch.
Length9.2 inch.
Width6.16 inch.
Weight1.55 pounds.

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