Fachartikel

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
Artikel
2006
Fachbereich
Betriebswirtschaftslehre
Fachrichtung
Marketing/Absatz
Dieser Artikel ist als PDF bei WiWi-Online.de abrufbar.
Bücher des Autors