Market Segmentation, Product Differentiation, and Marketing Strategy
Open Access
- 1 April 1987
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 51 (2) , 1-10
- https://doi.org/10.1177/002224298705100201
Abstract
Despite the pervasive use of the terms “market segmentation” and “product differentiation,” there has been and continues to be considerable misunderstanding about their meaning and use. The authors attempt to lessen the confusion by the use of traditional and contemporary economic theory and product preference maps.Keywords
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