Segmentation & Positioning for Strategic Marketing Decisions 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024

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James H. Myers 作者

South-Western Educational Pub

译者

1996-07-01 出版日期

358 页数

USD 49.95 价格

Hardcover

丛书系列

9780877572596 图书编码

Segmentation & Positioning for Strategic Marketing Decisions 在线电子书图书标签: marketing Strategic

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Segmentation & Positioning for Strategic Marketing Decisions 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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Segmentation & Positioning for Strategic Marketing Decisions 在线电子书图书描述

Useful to both consumer marketers and business-to-business researchers, this detailed and engaging book delves much more deeply into segmentation than other marketing handbooks. Myers mediates between discussing the intricacies of segmentation and positioning techniques and showing the ways these techniques can be interpreted and used in the real world. The book covers measuring scales, cluster analysis, conjoint analysis, multivariate analysis, CHAID, and classification and regression trees. Other chapters deal with perceptual positioning maps?point and vector, value maps laddering techniques, and quadrant analysis. Myers uses examples to explain research analysis and provides practical information. In addition to explaining how to evaluate results, he provides caveats and explains pitfalls of each technique.

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