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Reference no. 9-599-110
Subject category: Marketing
Authors: Robert J Dolan
Published by: Harvard Business Publishing
Originally published in: 1999
Version: 12 December 2001
Length: 13 pages
Data source: Published sources

Abstract

Describes the perceptual mapping techniques in a non-technical fashion. The procedure is useful for the depiction of the structure of the market. Discusses alternative methods, presents examples of each, and shows how the maps can be used in marketing decision making.

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Abstract

Describes the perceptual mapping techniques in a non-technical fashion. The procedure is useful for the depiction of the structure of the market. Discusses alternative methods, presents examples of each, and shows how the maps can be used in marketing decision making.

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