Customer-Oriented Approaches to Identifying Product-Markets

Dimensions

Day, G S and Shocker, A D and Srivastava, R K (1979) Customer-Oriented Approaches to Identifying Product-Markets. Journal of Marketing, 43 (4). pp. 8-19. ISSN 1547-7185

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Publisher URL: 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.

Item Type:	Article
Additional Information:	The research paper was published by the author with the affiliation of Singapore Management University
Subjects:	Marketing
Date Deposited:	22 Apr 2019 05:30
Last Modified:	12 Jul 2023 13:39
URI:	https://eprints.exchange.isb.edu/id/eprint/871

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