A Simultaneous Approach to Market Segmentation and Market Structuring
- 1 May 1987
- journal article
- Published by JSTOR in Journal of Marketing Research
- Vol. 24 (2) , 139
- https://doi.org/10.2307/3151504
Abstract
The authors define a market segment to be a group of consumers homogeneous in terms of the probabilities of choosing the different brands in a product class. Be...Keywords
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