Kompas 2nd Generation: Typologies that Travels in Time and Space

Flemming Hansen, Regin Reinert, Rolf Randrup, Henrick Dahl

Publikation: Bidrag til bog/antologi/rapportKonferencebidrag i proceedingsForskning

Abstrakt

Since its introduction in 1994, Kompas has been a very successful value measurement system used for media-planning, marketing strategy formulation and many other purposes. It has been used particularly in the Nordic countries, but also in Poland and Israel, and recently, it is coming into use in other countries also. The Kompas is unique, in the sense, that it is based upon people's ordinary opinions, interpreted in terms of underlying values, and it is easy to use, because it works with an easily interpreted two-dimensional solution traditional vs. modern, and social vs. individual.
OriginalsprogEngelsk
TitelDevelopments in Marketing Science : Proceedings of the Academy of Marketing Science. Volume XXV
RedaktørerHarlan E. Spotts
Antal sider26
UdgivelsesstedCham
ForlagSpringer
Publikationsdato2002
Sider185-210
ISBN (Trykt)9783319118819
ISBN (Elektronisk)9783319118826
DOI
StatusUdgivet - 2002
Begivenhed2002 AMS Annual Conference - Sanibel Harbour Resort, Fort Myers, USA
Varighed: 29 maj 20021 jun. 2002

Konference

Konference2002 AMS Annual Conference
LokationSanibel Harbour Resort
LandUSA
ByFort Myers
Periode29/05/200201/06/2002

Emneord

  • Markedssegmentering
  • Markedsføringsstrategi
  • Kompas

Citationsformater