Multidimensional Scaling and Clustering in Marketing: Paul Green’s Role

This paper is divided into two main parts: The first concerns the history of Multidimensional Scaling (MDS), focusing especially on Paul Green’s role in defining the role of MDS in marketing. The second concerns Clustering, again emphasizing Green’s role in defining the theory and practice of clustering methodology applied to marketing, both in the form of market segmentation and various tools used in competitive market structure analysis.

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