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Customer-Oriented Approaches to Identifying Product-Markets
George S. Day, Allan D. Shocker and Rajendra K. Srivastava
Journal of Marketing
Vol. 43, No. 4 (Autumn, 1979), pp. 8-19
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1250266
Page Count: 12
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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.
Journal of Marketing © 1979 American Marketing Association