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Erschienen in:
2000 | OriginalPaper | Buchkapitel
Dynamic Segmentation
verfasst von : Michel Wedel, Wagner A. Kamakura
Erschienen in: Market Segmentation
Verlag: Springer US
Enthalten in: Professional Book Archive
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In the segmentation methods discussed so far, we make the implicit assumption that the segments are stationary in structure and characteristics. Segment change is an important but currently under-researched area. In this chapter we describe approaches to track segment changes over time. Three types of models are identified and discussed. Two of the dynamic segmentation approaches build directly on the concomitant variable methods described in the preceding chapter.