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Author: Sara Dolnicar
Publisher: Springer
ISBN: 9811088187
Category : Business & Economics
Languages : en
Pages : 332
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Book Description
This book is published open access under a CC BY 4.0 license. This open access book offers something for everyone working with market segmentation: practical guidance for users of market segmentation solutions; organisational guidance on implementation issues; guidance for market researchers in charge of collecting suitable data; and guidance for data analysts with respect to the technical and statistical aspects of market segmentation analysis. Even market segmentation experts will find something new, including an approach to exploring data structure and choosing a suitable number of market segments, and a vast array of useful visualisation techniques that make interpretation of market segments and selection of target segments easier. The book talks the reader through every single step, every single potential pitfall, and every single decision that needs to be made to ensure market segmentation analysis is conducted as well as possible. All calculations are accompanied not only with a detailed explanation, but also with R code that allows readers to replicate any aspect of what is being covered in the book using R, the open-source environment for statistical computing and graphics.
Author: Lawrence J. Gitman
Publisher:
ISBN: 9781998109319
Category :
Languages : en
Pages : 0
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Book Description
Author: Sara Dolnicar
Publisher: Springer
ISBN: 9811088187
Category : Business & Economics
Languages : en
Pages : 332
Get Book
Book Description
This book is published open access under a CC BY 4.0 license. This open access book offers something for everyone working with market segmentation: practical guidance for users of market segmentation solutions; organisational guidance on implementation issues; guidance for market researchers in charge of collecting suitable data; and guidance for data analysts with respect to the technical and statistical aspects of market segmentation analysis. Even market segmentation experts will find something new, including an approach to exploring data structure and choosing a suitable number of market segments, and a vast array of useful visualisation techniques that make interpretation of market segments and selection of target segments easier. The book talks the reader through every single step, every single potential pitfall, and every single decision that needs to be made to ensure market segmentation analysis is conducted as well as possible. All calculations are accompanied not only with a detailed explanation, but also with R code that allows readers to replicate any aspect of what is being covered in the book using R, the open-source environment for statistical computing and graphics.
Author: Malcolm McDonald
Publisher: Bloomsbury Publishing
ISBN: 1349265918
Category : Business & Economics
Languages : en
Pages : 393
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Book Description
This is a major revision of the highly successful first edition of Market Segmentation. In today's marketplace, effectively segmenting the market in order to target profitable customers is key to many companies' own profitability and growth. First published in 1995, this book was the first of its kind to help practitioners tackle this issue head on, providing step-by-step guidance through the difficult terrain of market segmentation. Since its publication the authors have further extended their experience, working with numerous international companies successfully segmenting their markets, experience which is reflected in this edition. Market Segmentation, 2nd edition is written in an even more accessible style and incorporates valuable lessons learnt from working with a wide range of companies in a variety of markets over many years. Containing a new worked case study, this book provides practical guidance to the subject and is a must-read for all business professionals.
Author: Mark Anthony Camilleri
Publisher: Springer
ISBN: 3319498495
Category : Business & Economics
Languages : en
Pages : 213
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Book Description
This book provides a comprehensive introduction to travel marketing, tourism economics and the airline product. At the same time, it provides an overview on the political, socio-economic, environmental and technological impacts of tourism and its related sectors.This publication covers both theory and practice in an engaging style, that will spark the readers’ curiosity. Yet, it presents tourism and airline issues in a concise, yet accessible manner. This will allow prospective tourism practitioners to critically analyze future situations, and to make appropriate decisions in their workplace environments. Moreover, the book prepares undergraduate students and aspiring managers alike with a thorough exposure to the latest industry developments. “Dr. Camilleri provides tourism students and practitioners with a clear and comprehensive picture of the main institutions, operations and activities of the travel industry.” Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University, Evanston/Chicago, IL, USA “This book is the first of its kind to provide an insightful and well-structured application of travel and tourism marketing and economics to the airline industry. Student readers will find this systematic approach invaluable when placing aviation within the wider tourism context, drawing upon the disciplines of economics and marketing.” Brian King, Professor of Tourism and Associate Dean, School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong “The remarkable growth in international tourism over the last century has been directly influenced by technological, and operational innovations in the airline sector which continue to define the nature, scale and direction of tourist flows and consequential tourism development. Key factors in this relationship between tourism and the airline sector are marketing and economics, both of which are fundamental to the success of tourism in general and airlines in particular, not least given the increasing significance of low-cost airline operations. Hence, uniquely drawing together these three themes, this book provides a valuable introduction to the marketing and economics of tourism with a specific focus on airline operations, and should be considered essential reading for future managers in the tourism sector.” Richard Sharpley, Professor of Tourism, School of Management, University of Central Lancashire, UK “The book's unique positioning in terms of the importance of and the relationships between tourism marketing, tourism economics and airline product will create a distinct niche for the book in the travel literature.” C. Michael Hall, Professor of Tourism, Department of Management, Marketing and Entrepreneurship, University of Canterbury, Christchurch, New Zealand “A very unique textbook that offers integrated lessons on marketing, economics, and airline services. College students of travel and tourism in many parts of the world will benefit from the author's thoughtful writing style of simplicity and clarity.” Liping A. Cai, Professor and Director, Purdue Tourism & Hospitality Research Center, Purdue University, West Lafayette, IN, USA “An interesting volume that provides a good coverage of airline transportation matters not always well considered in tourism books. Traditional strategic and operational issues, as well as the most recent developments and emerging trends are dealt with in a concise yet clear and rational way. Summaries, questions and topics for discussion in each chapter make it a useful basis for both taught courses or self-education.” Rodolfo Baggio, Professor of Tourism and Social Dynamics, Bocconi University, Milan, Italy “This is a very useful introductory book that summarises a wealth of knowledge in an accessible format. It explains the relation between marketing and economics, and applies it to the business of airline management as well as the tourism industry overall.” Xavier Font, Professor of Sustainability Marketing, School of Hospitality and Tourism Management, University of Surrey, UK and Visiting Professor, Hospitality Academy, NHTV Breda, Netherlands “This book addresses the key principles of tourism marketing, economics and the airline industry. It covers a wide range of theory at the same time as offering real-life case studies, and offers readers a comprehensive understanding of how these important industries work, and the underpinning challenges that will shape their future. It is suitable for undergraduate students as well as travel professionals, and I would highly recommend it.” Clare Weeden, Principal Lecturer in Tourism and Marketing at the School of Sport and Service Management, University of Brighton, UK “In the current environment a grasp of the basics of marketing to diverse consumers is very important. Customers are possessed of sophisticated knowledge driven by innovations in business as well from highly developed technological advances. This text will inform and update students and those planning a career in travel and tourism. Mark Camilleri has produced an accessible book, which identifies ways to accumulate and use new knowledge to be at the vanguard of marketing, which is both essential and timely.” Peter Wiltshier, Senior Lecturer & Programme Leader for Travel & Tourism, College of Business, Law and Social Sciences, University of Derby, UK “This contemporary text provides an authoritative read on the dynamics, interactions and complexities of the modern travel and tourism industries with a necessary, and much welcomed, mixture of theory and practice suitable for undergraduate, graduate and professional markets.” Alan Fyall, Orange County Endowed Professor of Tourism Marketing, University of Central Florida, FL, USA
Author: Sally Dibb
Publisher: Routledge
ISBN: 0789029170
Category : Business & Economics
Languages : en
Pages : 204
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Book Description
Market segmentation is a main aspect of an effective business strategy, but implementation is often difficult and ultimately unsuccessful. Market Segmentation Success: Making It Happen! offers a solid review of the concepts of market segmentation and target market selection, as well as clearly explaining how to create market segments, how to select which customers to target, what problems will be encountered, and how to best overcome these challenges to success. Marketing experts Sally Dibb and Lyndon Simkin use their consultancy-inspired guidance in this easy-to-read text that provides best practice processes, detailed illustrations, and helpful real-world case examples. Market Segmentation Success: Making It Happen! explores the principles and foundations of segmentation, types of problems reported by practitioners, and offers strategies for solving them. The importance of understanding the customer is discussed at length, along with contrasting approaches to conducting quantitative, qualitative, Greenfield, or evolution segmentation. The authors discuss in detail how to identify, diagnose, and treat segmentation blockers and provide 30 rules for segmentation success. This how-to guidebook shows students, beginners, and even the more seasoned professionals how to improve their efforts for success. The book includes numerous figures and tables to clearly illustrate concepts and data. Market Segmentation Success: Making It Happen! is an invaluable resource for business practitioners, consultants, educators, and MBA students working on marketing strategy, marketing management, and marketing operations.
Author: Art Weinstein
Publisher: Psychology Press
ISBN: 9780789021571
Category : Business & Economics
Languages : en
Pages : 268
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Book Description
This is a practical how-to guide to what marketers need to know about defining, segmenting and targeting business markets: assessing customer needs; gauging the competition; designing winning strategies; and maximising corporate resources.
Author: Vijay Rego
Publisher: Orangebooks Publication
ISBN: 9788194815174
Category : Business & Economics
Languages : en
Pages : 314
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Book Description
India is a diverse country with consumers who are demanding and aspirational. The business environment is complex and intensely competitive. Being a successful manager today requires deep market knowledge and a sound grasp of concepts and techniques with which to develop and execute successful strategies. This book is designed to equip readers with updated knowledge and advanced tools and techniques to create effective strategies to win customers. The concepts are explained lucidly and illustrated with several live case studies and teaches a step-by-step method of the process of developing market segments and executing effective strategies.
Author:
Publisher: GRIN Verlag
ISBN: 3668785406
Category : Business & Economics
Languages : en
Pages : 15
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Book Description
Seminar paper from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,4, Dr. Buhmann Schule gemeinnützige GmbH, language: English, abstract: A business' success lies in its marketing. Successful marketing in particular focuses on reaching the target group and tries to satisfy their needs. Customers have become more discerning, especially as the internet and social media have had a dramatic impact on the types of marketing activities that are the most effective. Customers can access information very easily and compare companies. Therefore they have the power and can easily walk away if they do not like the companies product, the result is they now determine most of the markets. Therefore, successful marketing involves everything that an organization has to make happen if customers are to be satisfied with their products. For this to be done effectively and in target-oriented way, an organization has, therefore, to discover and access customer needs, design products and services which are likely to be bought by the customers. Then these products have to be promoted and of course delivered. Marketers try to implement a feeling in consumers to fulfill unfelt needs. For this reason the most important aspect is to correspond with customers directly. A company should never just assume that they know the customers' desires.
Author: Timo Dietrich
Publisher: Springer
ISBN: 9811018359
Category : Business & Economics
Languages : en
Pages : 214
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Book Description
This book brings together current innovative methods and approaches to segmentation and outlines why segmentation is needed to support more effective social marketing program design. It presents a variety of segmentation approaches alongside case studies of their application in various social marketing contexts. The book extends the use of segmentation in social marketing, which will ultimately lead to more effective and better-tailored programs that deliver change for the better. As such, it offers a detailed handbook on how to conduct state-of-the-art segmentation, and provides a valuable resource for academics, social marketers, educators, and advanced students alike.
Author: Natalie Zonis
Publisher: GRIN Verlag
ISBN: 3640468473
Category : Business & Economics
Languages : en
Pages : 17
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Book Description
Seminar paper from the year 2009 in the subject Business economics - Business Management, Corporate Governance, grade: 1,3, University of Applied Sciences Berlin, course: International Management, language: English, abstract: Marketing is onmipresent. The contemporary human being is permanently confronted with marketing in all its expressions. Today’s consumers are persistently faced with a downright overflow of advertisement, sales promotion, commercials in all media channels, real and virtual, with conscious and unconscious stimuli. However, the ability of every targeted customer to perceive information is very limited. But even a smaller percentage of advertising messages can be recognized and considered as being relevant. Therefore consumers often feel harassed by the quantity and quality of advertising and react protective, especially when they don’t belong to the target group of the advertised product or service. Budget waste and damage to the brand image can be a disastrous result. But what does really make a customer a buyer? What are the trigger factors that motivate the customer to shop and convince him to purchase a product again and again? This is a question every single company in every single industry on today’s globalised market is confronted with. And the answer seems to be so simple: the right marketing strategy together with its proper implementation lead a business to success and market shares to growth. One of the most important tools of strategic marketing is market segmentation. In this Term Paper I would like to emphasize the significant relevance of market segmentation in the European and global markets. At the beginning the position of market segmentation within the strategic management is determined. As the environment in which marketing occurs is crucial it is amplified in the following chapter. Further on market segmentation is defined and set into the historical and modern frame of strategic management and marketing. Finally, functionality, the common failures and problems in the use of that strategic instrument are particularized and possible solutions are offered
