Geodemographics [electronic resource] /
Richard Webber.
- London : Henry Stewart Talks, 2008.
- 1 online resource (1 streaming video file (69 min.) : color, sound).
- Targeting and segmentation in marketing : from the fundamentals to the latest developments .
- Henry Stewart talks. Marketing & management collection. Targeting and segmentation in marketing .
Animated audio-visual presentations with synchronized narration. Title from title frames.
Contents: Geodemographics -- Different postcode examples -- First assumptions -- Similar neighborhoods across the country -- Second assumptions -- The postcode system -- Mosaic UK -- Postcode classification advantages -- Qualifying consumption characteristics -- Utilizing postcode classification -- Key applications of geodemographics -- Using geodemographics for insight -- Political campaigning methods -- Creation and meaning of a profile -- Area profiling by common targets -- Practical issues in customer profiling -- Market estimation -- Requirements of marketing GIS system -- Issues when selecting a system -- Neighborhood opposed to occupation -- Inferences from name and address -- Neighborhoods as brands -- Formal test for neighborhood as a predictor -- Which discriminator predicted best? -- Why neighborhoods differ? -- Contributors to differences in consumption -- Peer group effects -- Coverage of Mosaic classification systems -- Similarities and differences in classification.
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