التفاصيل البيبلوغرافية
| العنوان: |
Market Segmentation Using Models of Multidimensional Purchasing Behavior. |
| المؤلفون: |
Blattberg, Robert C.1, Sen, Subrata K.1 |
| المصدر: |
Journal of Marketing. Oct1974, Vol. 38 Issue 4, p17-28. 12p. 2 Charts. |
| مصطلحات موضوعية: |
*MARKET segmentation, *MARKETING strategy, *TARGET marketing, *MARKETING mix, *MARKETING management, *MARKETING research, *MARKETING planning, *BUSINESS planning, *SALES promotion |
| مستخلص: |
The authors use data on aluminum foil purchases to empirically evaluate several aspects of a new, potentially more useful, market segmentation strategy. The proposed strategy should help the marketing manager define homogeneous purchase segments, determine the size of each segment, estimate each segment's response to changes in the marketing mix, and direct the company's marketing efforts to the appropriate segments. [ABSTRACT FROM AUTHOR] |
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| قاعدة البيانات: |
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