Abstracts of Annual Conference of Japan Society for Management Information
Annual Conference of Japan Society for Management Information 2014 Autumn
Session ID : A2-3
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Host: The Japan Society for Management Information

Abstract
How Does a Company Reach Effectively to a Market Maven?
*Manabu Kurita, Hiroshi Kumakura
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Keywords: market segmentation, market maven, consumer research
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Abstract
A market maven is discussed. Namely, first a market maven is distinguished through market segmentation, then attributes of a market maven is investigated, finally the effective way reaching him/her are discussed with single source data.
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© 2014 by Japan Society for Management Information
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