James H. Myers

Segmentation and Positioning for Strategic Marketing Decisions

1. Strategic Marketing Planning. 2. Introduction to Market Segmentation. 3. Some Common Basis Variables. 4. Segmentation Using Interdependence Methods: Partition Clustering. 5. Segmentation Using Interdependence Methods: Hierarchical Clustering. 6. Segmentation Using Dependence Methods: Interaction Detection. 7. Some Basic Positioning Concepts and Techniques. 8. Perceptual Positioning Maps. 9. Preference Positioning Maps. 10. Other Types of Positioning Maps. 11. Positioning Based on Laddering. 12. New Products/Services: The Present Scenario. 13. Benefit Structure Analysis. 14. Market Structure Studies: The Stefflre Process. Index.