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from Part III - Methodological Advances
Published online by Cambridge University Press: 29 June 2023
Marketing analyzes the behavior of buyers and sellers and often does so at the individual or segment level. Thus, differences among sellers or heterogeneity among buyers are often areas of focus for marketing analysis. Much of the class certification process involves assessments regarding the similarity – or lack thereof – in class members’ situations. This has made marketing and its analytic tool kit for examining markets at the disaggregate level well suited to provide insight into key issues in class certification.
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