Product Positioning by Behavioral Life-styles-Reference-Cited by-同舟云学术

Product Positioning by Behavioral Life-styles

Published:1969-04 Issue:2 Volume:33 Page:65-69
ISSN:0022-2429
Container-title:Journal of Marketing
language:en
Short-container-title:Journal of Marketing

Author:

Alpert Lewis¹,Gatty Ronald²

Affiliation:

1. Alfred Politz Research, a division of Computer Sciences, Inc. New York University and the University of Maryland.

2. Bernard M. Baruch College, City University of New York. He earned his PhD at Cornell University.

Abstract

This approach to “product positioning,” or drawing a profile of the users of competitive brands, goes beyond the usual demographics and is based on consumer patterns of purchasing and product-use designated “behavioral life-styles.” For most major brands, the basic data are already available at low cost from syndicated services.

Publisher

SAGE Publications

Subject

Marketing,Business and International Management

Link

http://journals.sagepub.com/doi/pdf/10.1177/002224296903300215

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