Background Note | HBS Case Collection | July 1990

Perceptual Mapping: A Manager's Guide

by Robert J. Dolan


Describes the perceptual mapping technique 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.

Keywords: Mathematical Methods; Industry Structures; Marketing;


Dolan, Robert J. "Perceptual Mapping: A Manager's Guide." Harvard Business School Background Note 590-121, July 1990.