Beschreibung
The new series edited by the "Jubiläumsstiftung of the Wirtschaftsuniversität Wien", aims at presenting results of interdisciplinary research conducted at one of the largest business schools in Europe. The Volumes One and Two focus on recent results gained by a group of mathematicians and marketing scientists. It is a unique feature that the writing style adopted for this series makes the findings accessible for members of both research communities. It is also targeted to practitioners in marketing management with an interest in optimally exploiting their consumer survey and panel data.
Market segmentation and product positioning are major strategic issue in a company’s marketing decision making. The analytical tools highlighted in the Foundations’ and Applications’ Volumes are new instruments for exploratory and inferential market structure analysis based on consumer brand perceptions and choice. Unlike the majority of contemporary marketing modeling these methods operate nonparametrically thus avoiding the rigorous assumptions which are rarely satisfied by real-world data.
Inhalt
How tourists perceive city destinations – a case for perceptions-based market segmentation and competition analysis (S. Dolnicar): The need for strategic marketing research; Data; Answer pattern compression; Perceptual competition analysis; Concentration analysis; Segment formation; Conclusions.- Segmentation and positioning analysis of competitive retail markets based on binary store image and preference data (C. Buchta, T. Reutterer): Introduction; A stepwise segmentation procedure; Standard market research data; Compression of perceptual profiles; Characterizing perceptual classes; Formation of market segments; Target marketing strategies; Discussion.
