A Market Selection Model for Multiple End-Use Products, Journal of Marketing

Abstract

The future of a business depends on the future of the markets it serves. To ensure its future viability, a business offering a multiple end-use product or service must assess the ability of each of its current or prospective markets to contribute to the goals and objectives of the business. A structured approach to market selection and evaluation is presented that can aid in the planning required to allocate limited resources among multiple end-use markets.

Type

Article

Author(s)

Andris Zoltners

Date Published

1983

Citations

Zoltners, Andris. 1983. A Market Selection Model for Multiple End-Use Products. Journal of Marketing. 47(2): 76-88.

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