Market segmentation
Subtitle: conceptual and methodological foundations
By: Michel Wedel, Wagner A. Kamakura.
Contributors: Kamakura, Wagner A.
Series: International series in quantitative marketing
Publisher: Kluwer Academic
Published: 1998
Place of publication: Boston
Language: eng
Number of pages: 378
Subjects: Market segmentation.; Market segmentation -- Statistical methods.
Description: Recent technological developments, yielding a growing volume of information and a more detailed accounting of consumers' actual behavior, present new challenges and opportunities for market segmentation. Market Segmentation: Conceptual and Methodological Foundations provides an overview of the current state of the art in segmentation research.

It aims to provide readers with both the conceptual basis as well as the tools necessary to conduct segmentation studies in a large number of markets, illustrated through a variety of applications.
Notes: Includes bibliographical references (p. [339]-365) and index.