Market Segmentation: Conceptual and Methodological Foundations (International Series in Quantitative Marketing) [Hardcover]

Michel Wedel (Author), Wagner A. Kamakura (Author)

Book Description

Publication Date: December 31, 2000 | ISBN-10: 0792386353 | ISBN-13: 978-0792386353 | Edition: 2ND.

Modern marketing techniques in industrialized countries cannot be implemented without segmentation of the potential market. Goods are no longer produced and sold without a significant consideration of customer needs combined with a recognition that these needs are heterogeneous. Since first emerging in the late 1950s, the concept of segmentation has been one of the most researched topics in the marketing literature. Segmentation has become a central topic to both the theory and practice of marketing, particularly in the recent development of finite mixture models to better identify market segments. This second edition of Market Segmentation updates and extends the integrated examination of segmentation theory and methodology begun in the first edition. A chapter on mixture model analysis of paired comparison data has been added, together with a new chapter on the pros and cons of the mixture model. The book starts with a framework for considering the various bases and methods available for conducting segmentation studies. The second section contains a more detailed discussion of the methodology for market segmentation, from traditional clustering algorithms to more recent developments in finite mixtures and latent class models. Three types of finite mixture models are discussed in this second section: simple mixtures, mixtures of regressions and mixtures of unfolding models. The third main section is devoted to special topics in market segmentation such as joint segmentation, segmentation using tailored interviewing and segmentation with structural equation models. The fourth part covers four major approaches to applied market segmentation: geo-demographic, lifestyle, response-based, and conjoint analysis. The final concluding section discusses directions for further research.

Editorial Reviews

About the Author

Michel Wedel (1957) is Professor of Marketing Research at the Department of Economics, University of Groningen, The Netherlands.

Product Details

• Hardcover: 382 pages
• Publisher: Kluwer Academic Publishers; 2ND. edition (December 31, 2000)
• Language: English
• ISBN-10: 0792386353
• ISBN-13: 978-0792386353
• Product Dimensions: 9.3 x 6.3 x 1.1 inches
• Shipping Weight: 1.2 pounds (View shipping rates and policies)
• Average Customer Review: 4.0 out of 5 stars  See all reviews (3 customer reviews)
• Amazon Best Sellers Rank: #1,316,067 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

1 of 1 people found the following review helpful:

4.0 out of 5 stars In Segmentation Library, February 13, 2010

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Tom Anderson (Stamford, CT United States) - See all my reviews
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This review is from: Market Segmentation: Conceptual and Methodological Foundations (International Series in Quantitative Marketing) (Hardcover)

We conduct several customer segmentaiton studies for various clients each year. This is one of only 5 books I recommend to other market researcher who are interested in the topic of consumer segmentation.

7 of 10 people found the following review helpful:

5.0 out of 5 stars Excellent book, but delivery is convoluted, May 18, 2004

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Greg M. Thomas "branding expert (zibs.com)" (Atlanta, GA USA) - See all my reviews
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This review is from: Market Segmentation: Conceptual and Methodological Foundations (International Series in Quantitative Marketing) (Hardcover)

This is an excellent book for getting a grip on quantitative market segmentation methods. It is a bit murky in places, but definately is one of the more advanced books on the subject.

I recommend it, but with reservation for those who are not up to speed in statistical analysis.

3.0 out of 5 stars Too expensive, August 25, 2010

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SM-NM Catboy (USA) - See all my reviews
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Amazon Verified Purchase

This review is from: Market Segmentation: Conceptual and Methodological Foundations (International Series in Quantitative Marketing) (Hardcover)

Too expensive for the amount and level of information presented. You can get most of that from other cheaper books...and from Google or consumer-segmentation companies' websites.