Using Neural Networks for Clustering-Based Market Segmentation

Hruschka, Harald and Natter, Martin (September 1992) Using Neural Networks for Clustering-Based Market Segmentation. Forschungsberichte / Research Memoranda 307

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Abstract or Table of Contents

Abstract: We study use of artificial neural networks in clustering-based market segmentation. To this end two types of feedforward neural networks with logistic activation functions are formulated. Models of the first type determine segments on the basis of segmentation criteria. Models of the second type simultaneously form segments and discriminate between these segments on the basis of additional segment descriptors. Parameters of all models are estimated by an extended version of backpropagation.;

Item Type: IHS Series
Status: Published
Date Deposited: 26 Sep 2014 10:35
Last Modified: 01 Apr 2016 14:09
URI: http://irihs.ihs.ac.at/id/eprint/645

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