Sun-sign astrology in market segmentation: an empirical investigation

Journal of Consumer Marketing

Volumn 14, Issue 2, 1997, Pages 113-131

  Mitchell, Vincent Wayne ^a   Haggett, Sarah ^b  

^a University of Manchester s Institute of Science and Technology   (United Kingdom)

^b Department of Cadbury’s ^*  (United Kingdom)

Author keywords

Astrology; Communications; Drinks industry; Leisure industry; Market segmentation; Tobacco industry

Indexed keywords

EID: 0010596211     PISSN: 07363761     EISSN: None     Source Type: Journal    
DOI: 10.1108/07363769710166756     Document Type: Article

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