When customers think differently : a customer-side categorization approach to strategic groups
Year of publication: |
2007
|
---|---|
Authors: | Paulsen, Marcel ; Birk, Matthias M. ; Bagozzi, Richard P. |
Published in: |
Marketing : journal of research and management. - Munich : Beck, ISSN 1860-4404, ZDB-ID 2186262-X. - Vol. 3.2007, 2, p. 91-104
|
Subject: | Markenführung | Brand management | Marktsegmentierung | Market segmentation | Konsumentenverhalten | Consumer behaviour | Zielgruppe | Target group | Kfz-Industrie | Automotive industry |
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