Market Segmentation: An Introduction and Review

In Market Segmentation, Dr. Struhl explains this often misunderstood discipline in a clear and easy-to-read style. Part 1 discusses the terminology and basics--and cuts through the jargon that so often can confuse the subject (and the reader). Part 2 explains the steps you need to take in a successful segmentation study, with detailed descriptions of the methods you will encounter, and a step-by-step explanation of how to do segmentation, from preparing the survey to the final deliverables....