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Understanding It, Doing It, and Making It UsefulSara Dolnicar; Bettina Grün; Friedrich Leisch978-981-10-8818-62018 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