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Growing Clustering Algorithms in Market Segmentation: Defining Ta...

Growing Clustering Algorithms in Market Segmentation: Defining Target Groups and Related Marketing Communication

This paper outlines innovative techniques for the segmentation of consumer markets. It compares a new self-controlled growing neural network with a recent growing /c-means algorithm. A critical issue is the identification of the "right" number of clusters, which is externally validated by the J[/MP-criterion. The empirical application counters several objections recently raised against the use of cluster analysis for market segmentation.