The need to identify the boundaries of increasingly complex product-markets has spawned a number of analytical methods based on customer behavior or judgments. The various methods are compared and contrasted according to whether they are consistent with a conceptual definition of a product-market, and their ability to yield diagnostic insights.
Journal of Marketing
Day, George S.; Shocker, Allan D.; and SRIVASTAVA, Rajendra Kumar.
Customer-Oriented Approaches to Identifying Product-Markets. (1979). Journal of Marketing. 43, (4), 8-19. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/4132