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A New Spatial Classification Methodology for Simultaneous Segmentation, Targeting, and Positioning (STP Analysis) for Marketing Research

DeSarbo, Wayne S. - 2016

The Segmentation-Targeting-Positioning (STP) process is the foundation of all marketing strategy. This chapter presents a new constrained clusterwise multidimensional unfolding procedure for performing STP that simultaneously identifies consumer segments, derives a joint space of brand...

Persistent link: https://www.econbiz.de/10012988993

Benefits leader reversion : how a once-preferred product recaptures its standings

Carlson, Kurt A.; Meloy, Margaret G.; Lieb, Daniel - In: Journal of marketing research : JMR 46 (2009) 6, pp. 788-797

Persistent link: https://www.econbiz.de/10003927142

A theoretical framework for goal-based choice and for prescriptive analysis

Carlson, Kurt A.; Janiszewski, Chris A.; Keeney, Ralph L.; … - In: Marketing letters : a journal of research in marketing 19 (2008) 3/4, pp. 241-254

Persistent link: https://www.econbiz.de/10003774308

Promoting data richness in consumer research : how to develop and evaluate articles with multiple data sources

Blanchard, Simon J.; Goldenberg, Jacob; Pauwels, Koen; … - In: Journal of consumer research : JCR ; an … 49 (2022) 2, pp. 359-372

Persistent link: https://www.econbiz.de/10013349073

The critical role of methodological pluralism for policy-relevant empirical marketing research

Baumgartner, Hans; Blanchard, Simon J.; Sprott, David E. - In: Journal of public policy & marketing 41 (2022) 3, pp. 203-205

Persistent link: https://www.econbiz.de/10013256496

A New Spatial Classification Methodology for Simultaneous Segmentation, Targeting, and Positioning (STP Analysis) for Marketing Research

DeSarbo, Wayne S.; Blanchard, Simon J.; Selin Atalay, A. - In: Review of Marketing Research, 5, (pp. 75-103). 2009

Persistent link: https://www.econbiz.de/10015381999