Publications
Publications
  • Article
  • Journal of Marketing Research (JMR)

Brand Choice, Purchase Incidence, and Segmentation: An Integrated Modeling Approach

By: Randolph E. Bucklin and Sunil Gupta
  • Format:Print
  • | Pages:15
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Keywords

Brands and Branding; Decision Choices and Conditions; Sales; Segmentation

Citation

Bucklin, Randolph E., and Sunil Gupta. "Brand Choice, Purchase Incidence, and Segmentation: An Integrated Modeling Approach." Journal of Marketing Research (JMR) 29, no. 2 (May 1992): 201–215. (Finalist for the 1997 O'Dell Award, Journal of Marketing Research.)

About The Author

Sunil Gupta

Marketing
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