Multidimensional Scaling and Positioning

Multidimensional Scaling and Positioning by Paul Green offers a foundational and forward-looking perspective on how businesses can uncover the perceptual dimensions that shape customer choices. Drawing on decades of pioneering research, Green walks readers through the theory, computation, and strategic applications of multidimensional scaling (MDS), empowering marketers to visualize brand space, diagnose competitive positioning, and inform product development. With clarity and precision, the book explains how to translate complex consumer preference data into intuitive maps that reveal hidden relationships among products and services.

This book is ideal for researchers, analysts, and marketing strategists seeking to move beyond traditional survey analysis and adopt a multidimensional view of markets. It features examples from real-world studies and highlights the evolution of MDS methods as computing power has grown. Whether designing perceptual maps or evaluating repositioning opportunities, this book is an essential guide to making data-driven positioning decisions that resonate with target audiences.

A cornerstone in marketing analytics, this book continues to influence positioning strategy in academic and business contexts alike.