TITLE

Back to square one

AUTHOR(S)
Mitchell, Alan
PUB. DATE
March 2006
SOURCE
Brand Strategy;Mar2006, Issue 200, p9
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article discusses Daniel Yankelovich's essay "New Criteria for Market Segmentation," in which he argued that traditional demographic characteristics such as age, sex and level of education were not enough to serve as basis of marketing strategies. In his essay, Yankelovich claimed that non-demographic factors such as values, taste and preferences were more important. His essay contributed to the popularity of psychographic segmentation.
ACCESSION #
22096045

 

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