Kamakura, Wagner A.; Kim, Byung-Do; Lee, Jonathan - In: Marketing Science 15 (1996) 2, pp. 152-172
Consumer heterogeneity is fundamental to the marketing concept, providing the basis for market segmentation, targeting … and positioning, as well as micro-marketing. Substantial effort has already been devoted to incorporate heterogeneity in … follow when making choices. Failure to account for either form of consumer heterogeneity may lead to misinterpretations of …