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The Pareto rule in marketing revisited: is it 80/20 or 70/20?

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Published in 2019 at "Marketing Letters"

DOI: 10.1007/s11002-019-09490-y

Abstract: In a recent paper, Kim, Singh, and Winer (Marketing Letters 491–507, 2017) studied the Pareto rule across 22 different CPG categories. The authors found an average Pareto ratio (PR) of .73, meaning that 73% of… read more here.

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