Article | Marketing Science | 1996

A Segment-Level Model of Category Volume and Brand Choice

by William R. Dillon and Sunil Gupta

Keywords: Brands and Branding; Decision Choices and Conditions; Segmentation; Volume;

Citation:

Dillon, William R., and Sunil Gupta. "A Segment-Level Model of Category Volume and Brand Choice." Marketing Science 15, no. 1 (1996): 38–59.