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Mitchell, Alan
March 2006
Brand Strategy;Mar2006, Issue 200, p9
Trade Publication
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.


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