Adaptive Multidimensional Scaling: Brand Positioning Based on Decision Sets and Dissimilarity Judgments

Assessing market structure by deriving a brand positioning map and segmenting customers is essential for supporting brand-related marketing decisions. We propose adaptive multidimensional scaling (ADMDS) for simultaneously deriving a brand positioning map and market segments using customer data on c...

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Veröffentlicht in:	Customer needs and solutions 2021-06, Vol.8 (1-2), p.1-15
Hauptverfasser:	Bijmolt, Tammo H.A., Wedel, Michel, DeSarbo, Wayne S.
Format:	Artikel
Sprache:	eng
Schlagworte:	Business and Management Customers Economics Management Market segments Marketing Research Article
Online-Zugang:	Volltext
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