The Segmentation-Targeting-Positioning (STP) process is the foundation of all marketing strategy. This chapter presents a new constrained clusterwise multidimensional unfolding procedure for performing STP that simultaneously identifies consumer segments, derives a joint space of brand...

Kim, Fong, and DeSarbo (2012) recently introduced a finite mixture Bayesian regression model to simultaneously identify market segments of consumers (heterogeneity) and determine how such segments differ with respect to active regression coefficients (variable selection). The current manuscript...