Conclusions: Representations of Heterogeneity

  • Michel Wedel
  • Wagner A. Kamakura
Part of the International Series in Quantitative Marketing book series (ISQM, volume 8)

Abstract

In this chapter we discuss an issue that has recently received much interest in marketing: is the discrete distribution of heterogeneity, imposed by the assumption of the existence of market segments, adequate?

Keywords

Covariance Marketing Hull Posit Product Line 

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Copyright information

© Springer Science+Business Media New York 2000

Authors and Affiliations

  • Michel Wedel
    • 1
  • Wagner A. Kamakura
    • 2
  1. 1.University of GroningenThe Netherlands
  2. 2.University of IowaUSA

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