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Research papers

Market segmentation research

Segmentation research in the marketing literature is reviewed, focusing on a discussion of proposed bases and methods. Classifications of segmentation bases and of segmentation methods are provided. Segmentation bases are reviewed in terms of their...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing
Author: Michel Wedel
June 15, 1993
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Citation

Wedel, M. (1993a, June 15). Market segmentation research. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/market-segmentation-research


Research papers

Information based decision making in pricing

This paper discusses two well-known experimental procedures which can be used as a basis for demand-oriented pricing, v.z. Gabor-Granger-procedures and Brand Price Trade Off-analyses. It demonstrates our experiences with these methods, while the...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing
Authors: Peter S.H. Leeflang, Michel Wedel
June 15, 1993
×

Citation

Leeflang and Wedel (1993a, June 15). Information based decision making in pricing. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/information-based-decision-making-in-pricing