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

Flemming Hansen; Regin Reinert; Rolf Randrup; Henrick Dahl

doi:10.1007/978-3-319-11882-6_63

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

Flemming Hansen, Regin Reinert, Rolf Randrup, Henrick Dahl

Department of Marketing

Gallup/TNS

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research

Abstract

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.

Original language	English
Title of host publication	Proceedings of the 2002 Academy of Marketing Science (AMS) Annual Conference : Proceedings of the Academy of Marketing Science. Volume XXV
Editors	Harlan E. Spotts
Number of pages	26
Place of Publication	Cham
Publisher	Springer
Publication date	2002
Pages	185-210
ISBN (Print)	9783319118819
ISBN (Electronic)	9783319118826
DOIs	https://doi.org/10.1007/978-3-319-11882-6_63
Publication status	Published - 2002
Event	2002 AMS Annual Conference - Sanibel Harbour Resort, Fort Myers, United States Duration: 29 May 2002 → 1 Jun 2002 Conference number: 21 https://www.ams-web.org/page/PreviousConferences

Conference

Conference	2002 AMS Annual Conference
Number	21
Location	Sanibel Harbour Resort
Country/Territory	United States
City	Fort Myers
Period	29/05/2002 → 01/06/2002
Internet address	https://www.ams-web.org/page/PreviousConferences

Series	Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN	2363-6165

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Hansen, Flemming ; Reinert, Regin ; Randrup, Rolf et al. / Kompas 2nd Generation : Typologies that Travels in Time and Space. Proceedings of the 2002 Academy of Marketing Science (AMS) Annual Conference: Proceedings of the Academy of Marketing Science. Volume XXV. editor / Harlan E. Spotts. Cham : Springer, 2002. pp. 185-210 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

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abstract = "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.",

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booktitle = "Proceedings of the 2002 Academy of Marketing Science (AMS) Annual Conference",

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note = "2002 AMS Annual Conference ; Conference date: 29-05-2002 Through 01-06-2002",

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Hansen, F, Reinert, R, Randrup, R & Dahl, H 2002, Kompas 2nd Generation: Typologies that Travels in Time and Space. in HE Spotts (ed.), Proceedings of the 2002 Academy of Marketing Science (AMS) Annual Conference: Proceedings of the Academy of Marketing Science. Volume XXV. Springer, Cham, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, pp. 185-210, 2002 AMS Annual Conference, Fort Myers, Florida, United States, 29/05/2002. https://doi.org/10.1007/978-3-319-11882-6_63

Kompas 2nd Generation: Typologies that Travels in Time and Space. / Hansen, Flemming; Reinert, Regin; Randrup, Rolf et al.
Proceedings of the 2002 Academy of Marketing Science (AMS) Annual Conference: Proceedings of the Academy of Marketing Science. Volume XXV. ed. / Harlan E. Spotts. Cham: Springer, 2002. p. 185-210 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research

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AB - 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.

KW - Markedssegmentering

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KW - Kompas

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Hansen F, Reinert R, Randrup R, Dahl H. Kompas 2nd Generation: Typologies that Travels in Time and Space. In Spotts HE, editor, Proceedings of the 2002 Academy of Marketing Science (AMS) Annual Conference: Proceedings of the Academy of Marketing Science. Volume XXV. Cham: Springer. 2002. p. 185-210. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). doi: 10.1007/978-3-319-11882-6_63