Market Segmentation

Conceptual and Methodological Foundations

  • Michel Wedel
  • Wagner A. Kamakura

Part of the International Series in Quantitative Marketing book series (ISQM, volume 8)

Table of contents

  1. Front Matter
    Pages I-XXII
  2. Introduction

    1. Front Matter
      Pages 1-1
    2. Michel Wedel, Wagner A. Kamakura
      Pages 3-6
    3. Michel Wedel, Wagner A. Kamakura
      Pages 7-16
    4. Michel Wedel, Wagner A. Kamakura
      Pages 17-29
    5. Michel Wedel, Wagner A. Kamakura
      Pages 31-35
  3. Segmentation Methodology

    1. Front Matter
      Pages 37-37
    2. Michel Wedel, Wagner A. Kamakura
      Pages 39-73
    3. Michel Wedel, Wagner A. Kamakura
      Pages 75-99
    4. Michel Wedel, Wagner A. Kamakura
      Pages 101-124
    5. Michel Wedel, Wagner A. Kamakura
      Pages 125-144
    6. Michel Wedel, Wagner A. Kamakura
      Pages 145-158
    7. Michel Wedel, Wagner A. Kamakura
      Pages 159-186
  4. Special Topics in Market Segmentation

    1. Front Matter
      Pages 187-187
    2. Michel Wedel, Wagner A. Kamakura
      Pages 189-194
    3. Michel Wedel, Wagner A. Kamakura
      Pages 195-215
    4. Michel Wedel, Wagner A. Kamakura
      Pages 217-229
    5. Michel Wedel, Wagner A. Kamakura
      Pages 231-238
  5. Applied Market Segmentation

    1. Front Matter
      Pages 239-239
    2. Michel Wedel, Wagner A. Kamakura
      Pages 241-258

About this book

Introduction

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.

Keywords

Market segmentation Regression algorithm algorithms calculus marketing model

Authors and affiliations

  • Michel Wedel
    • 1
  • Wagner A. Kamakura
    • 2
  1. 1.University of GroningenThe Netherlands
  2. 2.University of IowaUSA

Bibliographic information

  • DOI https://doi.org/10.1007/978-1-4615-4651-1
  • Copyright Information Kluwer Academic Publishers 2000
  • Publisher Name Springer, Boston, MA
  • eBook Packages Springer Book Archive
  • Print ISBN 978-1-4613-7104-5
  • Online ISBN 978-1-4615-4651-1
  • Series Print ISSN 0923-6716
  • About this book