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Growing Clustering Algorithms in Market Segmentation: Defining Target Groups and Related Marketing Communication
This paper outlines innovative techniques for the segmentation of consumer markets. It compares a new self-controlled growing neural network with a
recent growing /c-means algorithm. A critical issue is the identification of the "right"
number of clusters, which is externally validated by the J[/MP-criterion. The empirical application counters several objections recently raised against the use of
cluster analysis for market segmentation.
Autor
Prof. Dr. Ralf Wagner
Reinhold Decker; Sören W. Scholz
 
ArtikelFachbereichFachrichtung
2006BetriebswirtschaftslehreMarketing/Absatz
 
Schlagwörter
Consumption Behavior, Multivariate Normal Distribution, Market Segmentation, Mere Exposure Effecct, Market Basket Analysis