| Автор | McAlexander, James H |
| Автор | Schouten, John W |
| Автор | Scammon, Debra L. |
| Дата выпуска | 1991 |
| dc.description | Market segmentation and positioning allow marketers to differentiate themselves from competitors in a manner that is valued by customers and results in competitive advantage. Through an analysis of the financial services market this study develops a segmentation and positioning strategy based on the proposition that consumers employ many kinds of professional service providers to compensate for their own inability or unwillingness to perform certain tasks. Groups of similarly classified informants were examined to create profiles of four distinct market segments with unique needs, expectations, and evaluative criteria. |
| Формат | application.pdf |
| Издатель | Taylor & Francis Group |
| Копирайт | Copyright Taylor and Francis Group, LLC |
| Название | Positioning Professional Services |
| Тип | research-article |
| DOI | 10.1300/J090v07n02_14 |
| Print ISSN | 0748-4623 |
| Журнал | Journal of Professional Services Marketing |
| Том | 7 |
| Первая страница | 149 |
| Последняя страница | 166 |
| Аффилиация | McAlexander, James H; Assistant Professor of Marketing, Iowa State University, Ames, IA, 50010 |
| Аффилиация | Schouten, John W; Associate Professor of Marketing, Iowa State University, Ames, IA, 50010 |
| Аффилиация | Scammon, Debra L.; Professor of Marketing, University of Utah, Salt Lake City, UT, 84116 |
| Выпуск | 2 |
