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  • Understanding It, Doing It, and Making It Useful
    Sara Dolnicar; Bettina Grün; Friedrich Leisch
    978-981-10-8818-6
    2018
    Edition 1
    • Incorporates both methodological/technical issues and organisational/user/managerial aspects of market segmentation
    • Provides R code that allows the reader to replicate all the calculations discussed
    • Offers checklists that guide readers through every step and every decision to be made when conducting market segmentation analysis
    • Includes a wide range of different segmentation algorithms and discusses aspects of market segmentation analysis not covered elsewhere

    Open Access

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