Edward M. Tauber

Edward M. Tauber founded Brand Extension Research in 1981. He is president of the company. Dr. Tauber earned his Ph.D. in marketing from Cornell University. He was formerly a full professor at the University of Southern California and editor of the Journal of Advertising Research. Dr. Tauber was Executive Vice President and Research Director for DFS/Saatchi and Nestle/Carnation.

He developed the concept of “brand extension” which was published in articles entitled, “Brand Franchise Extension” from Business Horizons in 1981 and “Brand Leverage: Strategy For Growth in a Cost Control World,” from the Journal of Advertising Research in 1988. From the research methods he developed, his company created many brand extension products for Fortune 500 companies that generate over a billion dollars in sales annually.

Dr. Tauber wrote the seminal article “Why Do People Shop” in the Journal of Marketing and the book “Market Structure Analysis” with James H. Myers.

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Market Structure Analysis

Market Structure Analysis Full Book

Market Structure Analysis is a review of various technologies as they relate to a current conceptual model, called the behavioral market structure model. The purpose behind these technologies is to promote a greater understanding and usage of marketing structure in marketing planning. To reach this end, the following issues are discussed:

  • Multidimensional scaling and the four major types of measuring scales (nominal, ordinal, ratio, and interval);
  • Two approaches to deriving consumers’ utility functions for attributes and levels of attributes;
  • Stefflre’s approach to processes of perception, positioning, and product planning; and
  • The technique of benefit structure analysis, used to systematically search for needs in broadly defined markets.

With this collection of articles, the editors have provided an in-depth, thorough analysis of marketing structuring, measurement theory, and measuring scales. The research collected here will prove invaluable to students and scholars of marketing, as well as economists and business firms.

Table of Contents

  1. Structuring Markets
  2. Introduction to Scaling Methods for Product Positioning
  3. Positioning Using Multidimensional Scaling Techniques (MDS)
  4. Positioning Using Factor Analysis
  5. Positioning Using Discriminant Analysis
  6. Market Segmentation Using Multivariate Analysis
  7. Market Structure Studies SteffIre Process
  8. Benefit Structure Analysis
  9. Conjoint Measurement:  Multiple Trade-Off Analysis
  10. Epilogue:  Behavioral Market Structure Model