Market Segmentation Analysis

Sara Dolnicar, Bettina Grün and Friedrich Leisch
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Sara Dolnicar: The University of Queensland
Bettina Grün: Johannes Kepler Universität Linz
Friedrich Leisch: Universität für Bodenkultur Wien

Chapter Chapter 2 in Market Segmentation Analysis, 2018, pp 11-22 from Springer

Abstract: Abstract This chapter defines market segmentation analysis, offers a few alternative segmentation approaches, and introduces the ten step process of market segmentation analysis. This chapter also introduces natural, reproducible and constructive segmentation, reflecting that market segments may naturally exist, but typically do not and, therefore, have to be artificially created.

Date: 2018
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-981-10-8818-6_2

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DOI: 10.1007/978-981-10-8818-6_2

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