conceptual and methodological foundations
Edición de la obra Market segmentation
| Autor | Michel Wedel |
|---|---|
| Editorial | Kluwer Academic |
| Fecha de publicación | 1998 |
| Lugar | Boston |
| Idioma | inglés |
| Páginas | 378 |
| ISBN-10 | 0792380711 |
| OCLC | 37712951 |
| LCCN | 97038555 |
| Serie | International series in quantitative marketing |
| Número de Cutter | W391m |
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.