Alan Parsons

theoretically defined, standardized concepts and measures with which to study attitudes cross-nationally. Thus, in The Civic Culture, Almond and Verba (1963) constructed measures of theoretically defined concepts that were drawn from the work of Weber and Parsons (e.g., parochial, subject, and participant orientations) to describe and compare the views of citizens in five different countries with five different institutional and cultural contexts. More recently, Inglehart (1990) constructed and applied, across

considerable support of their ideas and interest. In particular, I would like to acknowledge my gratitude to the members of my E70 seminar in the spring of 1972, Helen Beale, Barbara Jones, Marcene Marcoux, and Robert Welsch, and to John Schwartzman, Alan Darrah, and John Farella for the benefit of their counsel and conversation. John Gehman, Stephen Tobias, Lee Guemple, and Sandie Shamis provided a lively counterpoint of ideation during a strategically formative stage in the writing. A part of Chapter

got me banned from the school computer room for half a term. And then, in 1997, I discovered the Internet. Throughout history, every fame-hungry media dickhead has found his preferred medium for pursuing fame and wealth (in that order). For Tony Parsons – and Hitler, for that matter – it was books. William Randolph Hearst chose newspapers. Don Imus and Howard Stern preferred radio. For Nick Griffin it’s inflammatory leaflets. For Tracy Emin it’s art. Or at least an approximation of it. With the Internet

grande hétérogénéité de la demande entre les groupes. À la limite, la poursuite de ce processus d’agrégation conduit à un seul segment : le marché total. C’est à l’entreprise qu’il appartient d’identifier le niveau d’agrégation optimal. » (Dalrymple et Parsons, 1994, p. 143). En un mot, la différenciation est un concept qui décrit la diversité de l’offre, alors que la segmentation représente la diversité de la demande. 200 L’ÉLABORATION DE LA STRATÉGIE MARKETING 2.2 Les étapes de la démarche

hétérogénéité de la demande entre les groupes. À la limite, la poursuite de ce processus d’agrégation conduit à un seul segment : le marché total. C’est à l’entreprise qu’il appartient d’identifier le niveau d’agrégation optimal. » (Dalrymple et Parsons, 1994, p. 143). En un mot, la différenciation est un concept qui décrit la diversité de l’offre, alors que la segmentation représente la diversité de la demande. 200 L’ÉLABORATION DE LA STRATÉGIE MARKETING 2.2 Les étapes de la démarche