This second edition of Market Segmentation updates and extends the integrated examination of segmentation theory and methodology begun in the first edition. The book, authored by Michel Wedel, incorporates new advancements in the field, including a chapter dedicated to mixture model analysis of paired comparison data. It also critically evaluates the advantages and disadvantages of employing mixture models in segmentation research. This updated text serves as a comprehensive resource for understanding and applying segmentation strategies.

This revised edition of Market Segmentation is presented as an update to existing theory and methodology, indicating a focus on academic and professional advancement in the field. The inclusion of new chapters on mixture models suggests an emphasis on contemporary analytical techniques and their practical implications. The book likely appeals to researchers and practitioners seeking to deepen their understanding of sophisticated segmentation approaches and their evaluation.