Abstract
Both aggressive marketing practices and lively consumer markets have had a long history.Early luxury markets are particularly worthy of investigation because they set a general pattern for broader markets in later years.This paper analyzes the American silver market between 1750 and 1800. After first defining silver as a product class and briefly showing how it was marketed, the paper describes the market in terms of relevant geographic and demographic characteristics.The paper then segments the market with appropriate end uses and product benefits.The concluding section summarizes the findings and offers questions for further research.
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Witkowski, T.H. (2015). Consumer Research in Retrospect: An Analysis of the American Silver Market, 1750–1800. In: Malhotra, N. (eds) Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11101-8_4
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DOI: https://doi.org/10.1007/978-3-319-11101-8_4
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