Product Differentiation and Market Segmentation As Alternative Marketing Strategies

Smith, Wendell R.
December 1995
Marketing Management;Winter95, Vol. 4 Issue 3, p63
In each issue of Marketing Management, we reprint an important article from a past issue of one of out sister publications. This article, from the July 1956 issue of Journal of Marketing, won JM's Alpha Kappa Psi Award as the most significant practical marketing article of that year. An influential marketing educator, corporate executive, and research consultant, Smith was 1958-59 president of AMA and the first president of the Marketing Science Institute, serving from 1962-69. INSET: Executive Briefing..


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