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Segmentation & Positioning for Strategic Marketing Decisions, by James H. Myers
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Useful to both consumer marketers and business-to-business researchers, this detailed and engaging book delves much more deeply into segmentation than other marketing handbooks. Myers mediates between discussing the intricacies of segmentation and positioning techniques and showing the ways these techniques can be interpreted and used in the real world. The book covers measuring scales, cluster analysis, conjoint analysis, multivariate analysis, CHAID, and classification and regression trees. Other chapters deal with perceptual positioning maps-point and vector, value maps laddering techniques, and quadrant analysis. Myers uses examples to explain research analysis and provides practical information. In addition to explaining how to evaluate results, he provides caveats and explains pitfalls of each technique.
- Sales Rank: #1215221 in Books
- Brand: Brand: South-Western Educational Pub
- Published on: 1996-07-01
- Original language: English
- Number of items: 1
- Dimensions: 1.13" h x 6.16" w x 9.20" l, 1.58 pounds
- Binding: Hardcover
- 358 pages
- Used Book in Good Condition
About the Author
James H. Myers, Ph.D. was professor of marketing at the Drucker School at Claremont Graduate University, for 22 years. Prior to that, he taught for 20 years at the Graduate School of Business Administration, University of Southern California. Before entering academia, Myers was manager of the Management Research Division at the Prudential Insurance Company’s regional headquarters in Los Angeles. Myers is the author or coauthor of 7 books and more than 60 articles in the areas of marketing management, strategic marketing research, and customer satisfaction. He has also given many presentations on these and other topics to business and professional groups throughout the country. Myers has done extensive consulting in the areas of marketing research, market segmentation, product/service positioning, and new product opportunity identification. His clients have included Eastman Kodak, British Telecom, Frito-Lay, Gemini Management Consulting, and Pacific Gas & Electric Co.
Most helpful customer reviews
11 of 18 people found the following review helpful.
Practical Strategic Marketing with Applied Statistics
By A Customer
Segmentation and Positioning for Strategic Marketing Decisions is a hammer in the marketing analyst's belt. Not only does this effort cover marketing theories in layman's language, but it also presents practical examples then expounds upon the appropriate statistical tools. Buy a second copy for your VP of Marketing to enhance communication and to ensure job security.
13 of 22 people found the following review helpful.
Practical Strategic Marketing with Applied Statistics
By A Customer
Segmentation and Positioning for Strategic Marketing Decisions is a hammer in the marketing analysts belt. Not only does this effort cover marketing theories in layman's language, but it also presents practical examples then expounds upon the appropriate statistical tools. Buy a second copy for your VP of Marketing to enhance communication and to ensure job security.
1 of 2 people found the following review helpful.
In My Segmentaiton Library
By Tom Anderson
One of about 5 books I recommend to other market researcher who are interested in the topic of consumer segmentation.
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