Customer-Oriented Approaches to Identifying Product-Markets
Open Access
- 1 September 1979
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 43 (4) , 8-19
- https://doi.org/10.1177/002224297904300402
Abstract
The need to identify the boundaries of increasingly complex product-markets has spawned a number of analytical methods based on customer behavior or judgments. The various methods are compared and contrasted according to whether they are consistent with a conceptual definition of a product-market, and their ability to yield diagnostic insights.Keywords
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