|
Background Note
| HBS Case Collection
|
1990
Perceptual Mapping: A Manager's Guide
by
Robert J. Dolan
|
Abstract
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;