Catálogo de publicaciones - libros
Título de Acceso Abierto
Market Segmentation Analysis
Sara Dolnicar Bettina Grün Friedrich Leisch
Resumen/Descripción – provisto por la editorial
No disponible.
Palabras clave – provistas por la editorial
Market Research/Competitive Intelligence; Statistics for Business/Economics/Mathematical Finance/Insurance
Disponibilidad
| Institución detectada | Año de publicación | Navegá | Descargá | Solicitá |
|---|---|---|---|---|
| No requiere | 2018 | SpringerLink |
|
Información
Tipo de recurso:
libros
ISBN impreso
978-981-10-8817-9
ISBN electrónico
978-981-10-8818-6
Editor responsable
Springer Nature
País de edición
Reino Unido
Fecha de publicación
2018
Información sobre derechos de publicación
© The Authors 2018
Cobertura temática
Tabla de contenidos
Step 9: Customising the Marketing Mix
Sara Dolnicar; Bettina Grün; Friedrich Leisch
This chapter discusses strategic marketing areas that need to be integrated with the target segment decision (positioning and competition), and the tactical marketing decisions that follow from all of those strategic decisions in relation to product development and modification, pricing, distribution channel choice, and advertising and promotion. A checklist is provided at the end.
Part II - Ten Steps of Market Segmentation Analysis | Pp. 245-254
Step 10: Evaluation and Monitoring
Sara Dolnicar; Bettina Grün; Friedrich Leisch
Market segmentation is a strategic process and implies a long-term commitment to catering best possibly to the needs of a subset of the market. Because of its long-term nature, it is critical to evaluate the effectiveness of the segmentation strategy, and to ensure that target segments do not change over time. If they do, adjustments to the market segmentation strategy are required. This chapter introduces a few approaches to monitoring target segments over time.
Part II - Ten Steps of Market Segmentation Analysis | Pp. 255-267