Abstract
Marketers have for decades been using systems for segmenting consumers based on their individual demographic characteristics, such as age, income, sex, race, etc. The reason is simply that some demographic segments offer higher potential for sales than others. Similarly, it has been evident to marketers that there are pronounced differences in sales potential from one metro market to the next.
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© 2015 Academy of Marketing Science
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Babb, H.W., Wynne, A.J. (2015). Prizm: A Geodemographic Market Research and Planning System for Estimating Relative Sales Potential. In: Kothari, V. (eds) Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16946-0_130
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DOI: https://doi.org/10.1007/978-3-319-16946-0_130
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16945-3
Online ISBN: 978-3-319-16946-0
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