Planning pre-launch positioning : segmentation via willingness-to-pay and means-end brand differentiators
Charles E. Gengler, Michael S. Mulvey
| Year of publication: |
May 2017
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|---|---|
| Authors: | Gengler, Charles E. ; Mulvey, Michael S. |
| Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 24.2017, 3, p. 230-249
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| Subject: | brand positioning | means-end theory | innovation adoption | customer value-based pricing | segmentation | latent class regression | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Marktsegmentierung | Market segmentation | Markenartikel | Brand | Marketingmanagement | Marketing management | Zahlungsbereitschaftsanalyse | Willingness to pay | Theorie | Theory | Zielgruppe | Target group |