Lifestyle market segmentation
Auteur :
Weinstein, Art / Cahill, Dennis J
Éditeur :
Taylor & Francis Inc
ISBN :
9780789028686
Date de publication :
12 sept. 2006
Dimensions :
21,6 x 15,6 cm
Poids :
530 g
Langue :
Anglais
Pays d'origine :
USA
Based upon the author's 30 years of marketing and teaching experience, this book aims to explain the process of market segmentation and its applications. This text goes beyond the demographic and/or geographic categories to get at the whys of customer behaviour, carefully reviewing every facet, from theory to the exploration of applications.