Segmentation and positioning for strategic marketing decisions /

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Bibliographic Details
Author / Creator:Myers, James H.
Imprint:Chicago : American Marketing Association, c1996.
Description:xiii, 358 p. : ill. ; 24 cm.
Language:English
Subject:Marketing -- Statistical methods.
Market segmentation.
Market segmentation.
Marketing -- Statistical methods.
Format: Print Book
URL for this record:http://pi.lib.uchicago.edu/1001/cat/bib/3781783
Hidden Bibliographic Details
ISBN:0877572593 (hard cover)
Notes:Includes bibliographical references and index.
Table of Contents:
  • 1. Strategic Marketing Planning
  • 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
  • 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