Point of View: Bartos Responds to "The Bartos Model"

A response to the article by Schaninger, Nelson and Danko, May/June 1993 (no. 6590), commenting on their proposed use of 'the Bartos model' for segmenting the women's market, by the original author of this model (who prefers to call it the New Demographics).

Point of View: Bartos Responds to 'The Bartos Model'

Rena Bartos

I was both surprised and bemused to read the title 'An Empirical Evaluation of the Bartos Model of Wife's Work Involvement' in the May/June 1993 (vol. 33, no. 3) issue of the Journal of Advertising Research. I am pleased that the authors find my approach to segmenting the women's market a useful one. I have termed this concept 'The New Demographics.' (This is the first time I heard it referred to as 'the Bartos model'!)

The authors refer to a number of empirical studies which used my...

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