search query: @author Rust, R. T. / total: 16
reference: 9 / 16
| Author: | Kumar, V. Rust, R. T. |
| Title: | Market segmentation by visual inspection. |
| Journal: | Journal of Advertising Research
1989 : AUG-SEP, VOL. 29:4, p. 23-29 |
| Index terms: | MARKET SEGMENTATION ADVERTISING RESEARCH EMPIRICAL RESEARCH |
| Language: | eng |
| Abstract: | As competition for marketing resources grows, it is vital to identify market segments relating to a particular market. The efficient allocation of advertising resources can prevent the waste of advertising dollars. A visual approach to searching for market segment is proposed and illustrated. The major advantage of the procedure is that, with the help of graphics, advertising managers can identify the number of market segments, and the location of the segments in the advertising and production space. |
SCIMA