Segmenting the burger market

In this disguised case study Donna Kotronis, McCann-Erickson NY , and Michael Lieberman, Multivariate Solutions, describe how multivariate techniques can be used to exploit defined market segments.

Segmenting the burger market

Donna Kotronis McCann-EricksonMichael Lieberman Multivariate Solutions

Not every dollar spent on advertisingand sales is created equal some dollars generate far more revenuethan others in the budget....