Analyzes market segmentation and product differentiation, clarifying concepts using economic theories and preference mapping.
Despite the pervasive use of the terms “market segmentation” and “product differentiation,” there has been and continues to be considerable misunderstanding about their meaning and use. The authors attempt to lessen the confusion by the use of traditional and contemporary economic theory and product preference maps.
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Dickson et al. (1987) studied this question.
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