This note is intended for use in research marketing course MBA. It provides an overview of segmentation using K-means clustering. A simple algorithm for K-means clustering and profiling process clusters are provided. The note refers to the need of segmentation in marketing and emphasizes the role of the administrative decision in the choice of segmentation policy. Examples from the insurance industry uses in the memo.
This Darden study. "Hide
Source: Darden School of Business 8 pages. Publication Date: March 22, 2007. Prod. #: UV0745-PDF-ENG
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