Market Segmentation Analysis: Understanding It, Doing It, and Making It Useful

by Sara Dolnicar

Part I. Introduction.- Chapter 1. Market segmentation.- Chapter 2. Market segmentation analysis.- Part II. Ten steps of market segmentation analysis.- Chapter 3. STEP 1: Deciding (not) to segment.- Chapter 4. STEP 2: Specifying the ideal target segment.- Chapter 5. STEP 3: Collecting data.- Chapter 6. STEP 4: Exploring data.- Chapter 7. STEP 5: Extracting segments.- Chapter 8. STEP 6: Profiling segments.- Chapter 9. STEP 7: Describing segments.- Chapter 10. STEP 8: Selecting (the) target segment(s).- Chapter 11. STEP 9: Customising the marketing mix.- Chapter 12. STEP 10: Evaluation and monitoring.

Genres: Business

348 pages, Paperback

Published July 27, 2018

Reviews

[Andrej · Rating 3 out of 5]

A comprehensive - though not super deep - overview of market segmentation methods and processes, from deciding whether your org needs segmentation at all to choosing the right algorithm. Big kudos to making the book open access and for including R code.

[David · Rating 4 out of 5]

Great overview of segmentation. A bit over my head in spots where the audience was data scientists or familiar with R. Never read a book on segmentation before. Access links to data didn’t work.