Dr. Henry Assael is the Professor of Marketing at the Leonard N. Stern School of Business at New York University. He earned his bachelor’s degree in economics from Harvard University, his MBA in marketing from the University of Pennsylvania, and his Ph.D. in marketing and economics from Columbia University. His research has primarily focused on market segmentation, advertising evaluation, and survey research methods. He has edited a thirty-three volume series on the history of marketing and a thirty volume series on the history of advertising. He is the author of three books, Consumer Behavior: A Strategic Approach, Marketing: Principles and Strategy, and Marketing Management: Strategy and Action.
Chapter 19: An Empirical Framework for Product Classification
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Chapter 19 of Models of Buyer Behavior
The chapter develops a framework for product typology based on both consumer and distributive responses. The goal is to suggest new ways of defining products and brands with a view toward simplification and improving managerial and research decisions. The resulting data provides explanatory relationship between factory shipments and retail sales.