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.
A practical guide like this is, in our experience, genuinely
unique. We promise you that this will be almost entirely free of
equations. In the sections discussing techniques, you will find
examples and illustrations that clarify key points and show how
everything gets done. This is a truly indispensable guide to keep
close at hand while you do or consider any segmentation study.
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