haku: @freeterm Chemische Industrie / yhteensä: 15
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| Tekijä: | Naude, P. |
| Otsikko: | Judgmental modeling as a tool for analyzing market structure. An application in the plastics industry (Marktanalyse) |
| Lehti: | Industrial Marketing Management
1995 : JUN, VOL. 24:3, p. 227-238 |
| Asiasana: | |
| Vapaa asiasana: | MARKTSEGMENTIERUNG, MARKETINGSTRATEGIE, CHEMISCHE INDUSTRIE |
| Kieli: | eng |
| Tiivistelmä: | Earlier studies indicated the similarities between the tasks of buyer and seller. They stress that a better understanding of how each side makes their decisions can benefit both parties. This article presents a methodology and an application that facilitates this process of understanding. The study shows how judgmental modeling can be applied. It is shown how the inclusion of 'word models' provides a sound approach for analyzing market structure in terms of both attribute salience and vendor positioning, and hence for developing prudent marketing strategies. |
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