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Market Segmentation, Product Differentiation, and Marketing Strategy

Peter R. Dickson and James L. Ginter
Journal of Marketing
Vol. 51, No. 2 (Apr., 1987), pp. 1-10
DOI: 10.2307/1251125
Stable URL: http://www.jstor.org/stable/1251125
Page Count: 10
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Market Segmentation, Product Differentiation, and Marketing Strategy
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Abstract

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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