Special issue on data analysis and classification in marketing - preface by the guest editors
نویسندگان
چکیده
For more than five decades, marketing has been an important field of application for a multitude of data analysis and classification methods. The sophisticated collection of adequate data from and about customers and competitors as well as the purposeful application of methods like cluster, discriminant, factor and regression analysis, multidimensional scaling and association analysis have become widely accepted standards in the treatment of marketing problems. Decision support is provided in that way for market segmentation, market structuring, target marketing/advertising, new product development, pricing, positioning, and cross-media communication, to mention only a few. The lessons learned from small and large-scale applications have motivated marketing researchers to develop dedicated methods and to further improve existing methods with regard to their fields of application. Since the theoretical and methodological standards in the fields of interest are very high today, promising adoptions of data analysis and classification methods from other application fields or directly from theory are challenges of continuous importance. The present Special Issue of ADAC highlights recent developments regarding the mentioned aspects in marketing dealing with topics like
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عنوان ژورنال:
- Adv. Data Analysis and Classification
دوره 6 شماره
صفحات -
تاریخ انتشار 2012