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Market Segmentation: Conceptual and

Methodological Foundations (2nd edition)

Article in Journal of Targeting Measurement and Analysis for Marketing · August 2000
DOI: 10.1057/palgrave.jt.5740007

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 Jo u r n a l o f Ta r g e t i n g , M e a s u r e m e n t a n d A n a l y s i s f o r M a r k e t i n g

Book review
Market Segmentation: Conceptual and
Methodological Foundations (2nd edition)
M. Wedel and W. Kamakura
Kluwer Academic Publishers, Boston; 1999; ISBN: 0-7923-8635–3; 382pp; hardback; £69

According to the authors of this followed in parts two and three by a

book the literature has spawned more detailed examination of segmenta-
than 1,600 market segmentation-re- tion methodology. The principles and
lated references. If any were needed, applications of clustering methods,
this provides evidence of the continu- mixture, models, mixture regression
ing academic and research interest models and mixture unfolding models
which segmentation attracts. The par- are all considered. There are also
ticular emphasis of this work is on chapters on segment profiling, dynamic
‘mixture models’ of segmentation (the and joint segmentation. Part four offers
modern incarnation of ‘latent class insights into a range of commercial
models’). The authors have no doubts segmentation applications.
about the importance of mixture The authors explain that the book is
methodologies stating that: ‘in terms of suitable for two main groups of readers
impact on academics and practitioners, (p. XXI):
next to conjoint analysis, mixture
models will prove to be the most ‘To graduate students this
influential methodological develop- monograph can serve as a reference
ment spawned by marketing problems to the vast literature on market
to date’. (p. XIX) Yet this integrated segmentation concepts, methodol-
literature and software review provides ogy and applications. To prac-
much more than a comprehensive titioners, it can serve as a guide for
introduction to the mixture methodol- the implementation of market
ogy. In addition, it details the founda- segmentation, from the selection of
tions of market segmentation and segmentation bases through the
considers a number of commercial choice of data analysis methodology
applications. to the interpretation of results.’
The book is structured in four
parts. In the first, the foundations of It is easy to see why this book
the market segmentation concept are is essential reading for the serious
reviewed and different segmentation segmentation researcher seeking the
bases and methods explored. This is academic reassurance to support key

92 Journal of Targeting, Measurement and Analysis for Marketing Vol. 9, 1, 92–93 䉷 Henry Stewart Publications 0967-3237 (2000)
 Book review

methodological decisions. From this methodological expositions contained

group, the authors are correct to target within. I especially enjoyed the chap-
the graduate researcher. The chapters ters on clustering and profiling, both of
on the development of segmentation which thoroughly cover the substan-
research and segmentation bases are tive issues. The chapter on future
ideal preliminary reading for those at research directions also provides food
the start of their research, while for thought. It is important to point
later chapters provide a particularly out, however, that the uninitiated
thorough grounding on the finer in quantitative segmentation analysis
details of mixture modelling. I am might struggle with this book, which
somewhat less convinced that prac- is definitely not a read for the faint
titioners would be both willing and hearted. Despite the authors’ assurances
able to invest the required time and about the accessibility of the book, the
energy to immerse themselves in this densely packed material does not
book. This is in no sense a criticism of always lend itself to easy use and the
the practitioner group, but merely language is a little turgid in places.
recognises the availability of other Overall, the minor shortcomings of
more accessible publications focusing this impressive tome should not detract
on segmentation applications. In a from its vital contribution to the seg-
sense this is a pity as part four of the mentation literature. It is unfortunate
book, which deals with key application that the price tag might reduce the
issues, provides some excellent back- book’s audience, but all serious re-
ground on geodemographic and life- searchers of segmentation issues should
style segmentation. seek the considerable gain which lies
On a personal level, my familiar- beyond this particular financial pain.
ity with cluster analysis and the
basics of mixture models definitely SALLY DIBB
made it easier to tackle the detailed Warwick Business School

䉷 Henry Stewart Publications 0967-3237 (2000) Vol. 9, 1, 92–93 Journal of Targeting, Measurement and Analysis for Marketing 93

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