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Market segmentation analysis : understanding it, doing it, and making it useful

Dolnicar, Sara Grün, Bettina Leisch, Friedrich

This open access book offers something for everyone working with market segmentation: practical guidance for users of market segmentation solutions; organisational guidance on implementation issues; guidance for market researchers in charge of collecting suitable data; and guidance for data analysts with respect to the technical and statistical aspects of market segmentation analysis. Even mark…

Edition: -
ISBN/ISSN: 9789811088186
Collation: xxi, 324p. : ill.
Series Title: -
Call Number: 658.83 DOL m

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Market segmentation analysis : understanding it, doing it, and making it useful