Who are "innovators" and do they matter?: A critical review of the evidence supporting the targeting of "innovative" consumers

Marketing Intelligence and Planning

Volumn 25, Issue 5, 2007, Pages 421-435

  McDonald, Heath ^a   Alpert, Frank ^b  

^a DEAKIN UNIVERSITY   (Australia)

^b UNIVERSITY OF QUEENSLAND   (Australia)

Author keywords

Consumer behaviour; Innovation; Market segmentation; Marketing planning; Marketing strategy

Indexed keywords

EID: 34547203508     PISSN: 02634503     EISSN: None     Source Type: Journal    
DOI: 10.1108/02634500710774923     Document Type: Review

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