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Segmentation & Positioning for Strategic Marketing Decisions,New
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Useful to both consumer marketers and businesstobusiness 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 mapspoint 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.
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This product may contain chemicals known to the State of California to cause cancer, birth defects, or other reproductive harm.
For more information, please visit www.P65Warnings.ca.gov.
- Q: What is the main focus of 'Segmentation & Positioning for Strategic Marketing Decisions'? A: The book primarily focuses on the intricacies of segmentation and positioning techniques in marketing, providing insights for both consumer marketers and business-to-business researchers.
- Q: Who is the author of this book? A: The author of 'Segmentation & Positioning for Strategic Marketing Decisions' is James H. Myers.
- Q: What are some key topics covered in the book? A: Key topics include measuring scales, cluster analysis, conjoint analysis, multivariate analysis, CHAID, classification and regression trees, perceptual positioning maps, value maps, and quadrant analysis.
- Q: Is this book suitable for beginners in marketing? A: Yes, the book is detailed yet engaging, making it suitable for both beginners and experienced marketers looking to deepen their understanding of segmentation.
- Q: How many pages does the book contain? A: The book contains 358 pages.
- Q: What is the condition of the book? A: The book is listed as a 'Used Book in Good Condition'.
- Q: When was 'Segmentation & Positioning for Strategic Marketing Decisions' published? A: The book was published on July 1, 1996.
- Q: What type of binding does this book have? A: This book is bound in hardcover.
- Q: Does the book provide practical examples and information? A: Yes, the book uses examples to explain research analysis and provides practical information on evaluating results.
- Q: Are there any warnings or caveats provided in the book? A: Yes, the author discusses pitfalls associated with each technique, providing important caveats.