Narrow search
Showing 1 - 5 of 5
Cover Image
The HB Revolution - How Bayesian methods have changed the face of marketing research.
Allenby, Greg M.; Bakken, David G.; Rossi, Peter E. - In: Marketing research : a magazine of management and … 16 (2004) 2, pp. 20-25
Persistent link: https://www.econbiz.de/10007101187
Cover Image
Multiple Perspectives - Marketing needs to unambiguously articulate its role as a business and societal function.
Fennell, Geraldine; Allenby, Greg M. - In: Marketing research : a magazine of management and … 18 (2006) 4, pp. 26-31
Persistent link: https://www.econbiz.de/10007600235
Cover Image
An Integrated Approach - Market definition, market segmentation, and brand positioning create a powerful combination.
Fennell, Geraldine; Allenby, Greg M. - In: Marketing research : a magazine of management and … 16 (2004) 4, pp. 28-35
Persistent link: https://www.econbiz.de/10007099433
Cover Image
Specifying Your Market's Boundaries - Market definition is a strategic task.
Fennell, Geraldine; Allenby, Greg M. - In: Marketing research : a magazine of management and … 15 (2003) 2, pp. 32-37
Persistent link: https://www.econbiz.de/10007105188
Cover Image
No Brand Level Segmentation? - Let's not rush to judgment.
Fennell, Geraldine; Allenby, Greg M. - In: Marketing research : a magazine of management and … 14 (2002) 1, pp. 14-18
Persistent link: https://www.econbiz.de/10007110104