Customer-Oriented Approaches to Identifying Product-Markets

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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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

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