Cluster analysis and market segmentation

Abstract

Suggests that segmentation technology has become increasingly sophisticated in recent years and the role of multi‐dimensional techniques in marketing analysis is increasingly being recognised. Proposes that rather than segmenting a market by one or two criteria, cluster analysis enables segmentation to be made on many dimensions simultaneously. Concludes that the scope for marketing initiative is widened by this powerful segmentation procedure.

Citation

Christopher, M. (1969), "Cluster analysis and market segmentation", European Journal of Marketing, Vol. 3 No. 2, pp. 99-102. https://doi.org/10.1108/EUM0000000005210