| Автор | Young, Mark R. |
| Дата выпуска | 1993 |
| dc.description | The banking industry has been rapidly changing since deregulation causing basic changes in strategic thinking. New and more complex types of competition are requiring more sophisticated and timely information needs in planning and executing marketing programs. Institutions must position themselves in such a way as to exploit their strengths and develop a competitive advantage. This article presents an empirical example of utilizing Adaptive Perceptual Mapping for analyzing data gathered through the use of computer- aided interviewing. Advantages of the data collection technique and strategic implications from the perceptual map are discussed. |
| Формат | application.pdf |
| Издатель | Taylor & Francis Group |
| Копирайт | Copyright Taylor and Francis Group, LLC |
| Название | Positioning of Financial Institutions Using Adaptive Perceptual Mapping and Computer-Aided Interviewing |
| Тип | research-article |
| DOI | 10.1300/J090v09n01_13 |
| Print ISSN | 0748-4623 |
| Журнал | Journal of Professional Services Marketing |
| Том | 9 |
| Первая страница | 159 |
| Последняя страница | 171 |
| Аффилиация | Young, Mark R.; Professor, Marketing, Winona State University, Winona, MN, 55987 |
| Выпуск | 1 |
