Abstract:

This paper sets out for practitioners the various options for conducting the basic task of marketers and planners - that of defining the market. We provide specific examples of a particular technique - mode analysis - which we find useful and actionable in a number of markets. We also outline some of the practical and theoretical issues emerging in Europe and elsewhere in the Triad - linked to the way in which consumer behaviour and marketing practice is changing - which have led us to explore the value of this technique.