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Perceptual Mapping: A Manager's Guide

By: Robert J. Dolan
  • Format:Print
  • | Pages:11
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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

Citation

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

About The Author

Robert J. Dolan

Marketing
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