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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
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1251125
Page Count: 10
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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.
Journal of Marketing © 1987 American Marketing Association