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The challenge of uniqueness versus unity

Date of publication: September 1, 1974

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Alain Zwilling

Abstract:

In this context, the object of the present discussion will be two-fold : - examine practical problems linked with the use of the market segmentation approach, - examine the practical feasibility of this approach in international research. This discussion will not he concerned at all with the mechanics of market segmentation, that is the statical techniques used to obtain the variables and to obtain the segmented picture.

Alain Zwilling

Author

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Citation

Zwilling, A. (1974a, September 01). The challenge of uniqueness versus unity. ANA - ESOMAR. Retrieved May 11, 2025, from


https://ana.esomar.org/documents/the-challenge-of-uniqueness-versus-unity