TiVo segmentation analysis / Moran Cerf.
Material type:
TextSeries: Publisher: London : SAGE Publications Ltd, 2017Description: 1 online resource : illustrationsContent type: - text
- computer
- online resource
- 9781473996663 (ebook) :
- 658.802
Originally published in Cerf, M. (2016). TiVo Segmentation Analysis. 5-414-753. Evanston, IL: Kellogg School of Management, Northwestern University.
ThinkAlike, a fictitious marketing consulting firm, was asked by TiVo to segment the market for its new digital video recorder (DVR) product. Students are asked to analyze realistic data and generate segments that will be useful for TiVos marketing strategy.
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