Segmentation and positioning for strategic marketing decisions /
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| Author / Creator: | Myers, James H. |
|---|---|
| Imprint: | Chicago : American Marketing Association, c1996. |
| Description: | xiii, 358 p. : ill. ; 24 cm. |
| Language: | English |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/3781783 |
Table of Contents:
- 1. Strategic Marketing Planning
- 2. Introduction to Market Segmentation
- 3. Some Common Basis Variables
- 4. Segmentation Using Interdependence Methods: Partition Clustering
- 5. Segmentation Using Interdependence Methods: Hierarchical Clustering
- 6. Segmentation Using Dependence Methods: Interaction Detection
- 7. Some Basic Positioning Concepts and Techniques
- 8. Perceptual Positioning Maps
- 9. Preference Positioning Maps
- 10. Other Types of Positioning Maps
- 11. Positioning Based on Laddering
- 12. New Products/Services: The Present Scenario
- 13. Benefit Structure Analysis
- 14. Market Structure Studies: The Stefflre Process
- Index
