Market Analysis via Judgemental Modelling: An Application in the UK Chemical Industry

Provides an example of the use of judgemental modelling, or multicriteria decision making, as a tool for market analysis. Based on a recent study in a segment of the chemical industry within the United Kingdom, shows how the approach can be used to provide information on both the importance of attributes and the scores of competing suppliers on the same attribute set. Suggests that the approach enables a comprehensive analysis of the positioning of the various suppliers to be undertaken, and provides insights that can be developed into detailed marketing strategies.

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Year of publication:	1993
Authors:	Naudé, Pete ; Lockett, Geoff ; Gisbourne, Steve
Published in:	European Journal of Marketing. - MCB UP Ltd, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 27.1993, 3, p. 5-22
Publisher:	MCB UP Ltd
Subject:	Buyers \| Chemical industry \| Marketing strategy \| Purchasing techniques \| Supplier evaluation \| United Kingdom \| Vendor rating

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/03090569310026592 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014723038