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Informationen zum Autor Dennis J. Cahill Klappentext 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. Zusammenfassung 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. Inhaltsverzeichnis Foreword (Hal Douthit) Preface SECTION I: NONLIFESTYLE ISSUES Chapter 1. Segmentation Theory Chapter 2. Nonlifestyle Segmentation SECTION II: LIFESTYLE ISSUES?PRIZM! LOV! AND VALS Chapter 3. Lifestyle Considerations Chapter 4. PRIZM Chapter 5. Psychographics Chapter 6. VALS and List of Values Chapter 7. Psychographics Again SECTION III: LIFESTYLE TARGET Chapter 8. The Mature Market Chapter 9. Teens and Tweens Chapter 10. Ethnic Marketing and Marketing to the Disabled SECTION IV: APPLICATIONS Chapter 11. Applying Autobiographical Memory to Advertising Chapter 12. The Tribes: A New Psychographic Scheme Chapter 13. Single-Family Houses Chapter 14. Used Cars Chapter 15. Food Chapter 16. Health Care SECTION V: OTHER CONSIDERATIONS AND DECISION-MAKING OVERLAYS Chapter 17. Myers-Briggs Type Indicator Chapter 18. Family Considerations Chapter 19. Cases and Thoughts Appendix: Perceptual Mapping Notes References Index
