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Classifying Contemporary Marketing Practices

Classifying Contemporary Marketing Practices

This paper introduces a finite-mixture version of the adjacent-category logit model for the classification of companies with respect to their marketing practices. The classification results are compared to conventional K-means clustering, as established for clustering marketing practices in current publications. Both, the results of this comparison as well as a canonical discriminant analysis, emphasize the opportunity to offer fresh insights and to enrich empirical research in this domain.