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Keywords: Two-step cluster analysis
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2015) 33 (4): 522–537.
Published: 01 June 2015
...Sharyn Rundle-Thiele; Krzysztof Kubacki; Aaron Tkaczynski; Joy Parkinson Purpose – The purpose of this paper is to: first, illustrate how market segmentation using two-step cluster analysis can be used to identify segments in the context of physical activity; second, identified segments are used...
