Segmenting by Latent Heterogeneity

  title={Segmenting by Latent Heterogeneity},
  author={Oded Lowengart and Susmita Ghose},
  journal={International Conference on Advanced Engineering Computing and Applications in Sciences (ADVCOMP'07)},
Segmentation methods used in marketing literature range from those based on demographic variables to those relying on more sophisticated clustering techniques. Grouping consumers into relatively homogeneous classes is of great importance for marketers since it enables them to develop specific products and marketing strategies to better cater these segments… CONTINUE READING