Conclusions: Representations of Heterogeneity

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


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?


Posterior Distribution Discrete Distribution Mass Customization Market Segmentation Segment Level 
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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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