Customer-Oriented Approaches to Identifying Product-Markets-Reference-Cited by-同舟云学术

Customer-Oriented Approaches to Identifying Product-Markets

Published:1979-09 Issue:4 Volume:43 Page:8-19
ISSN:0022-2429
Container-title:Journal of Marketing
language:en
Short-container-title:Journal of Marketing

Author:

Day George S.¹,Shocker Allan D.²,Srivastava Rajendra K.³

Affiliation:

1. University of Toronto, Toronto, Ontario, Canada.

2. Business Administration at the University of Pittsburgh, Pittsburgh, PA.

3. Business Administration at the University of Texas, Austin, TX.

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.

Publisher

SAGE Publications

Subject

Marketing,Business and International Management

Link

http://journals.sagepub.com/doi/pdf/10.1177/002224297904300402

Reference39 articles.

1. Situational Variables and Consumer Behavior

2. The Structure of Consumer Choice Processes

3. Diagnosing the Product Portfolio

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