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As Allenby Arora and Ginter 1998 p. 384 point out demand heterogeneity is a critical element of marketing. Indeed as Allenby Arora and Ginter 1998 maintain heterogeneity of demand may be even more prevalent than most research suggests. Alderson W. 1957. Marketing Behavior and Executive Action Richard D. Irwin Homewood IL. Richard D. Irwin Homewood IL. Allenby G. M. 3. See Hunt 2000b pp. 39-49 for a discussion of Chamberlin s views of product differentiation and how those views changed...

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