Segmenting the business-to-business marketplace by product attributes and the decision process

Autor:	Victoria L. Crittenden, William F. Crittenden, Daniel F. Muzyka
Rok vydání:	2002
Předmět:	Marketing Market based Market segmentation business.industry Standard Industrial Classification Strategy and Management Segmentation Product (category theory) Decision process Business-to-business business Industrial organization
Zdroj:	Journal of Strategic Marketing. 10:3-20
ISSN:	1466-4488 0965-254X
Popis:	Market segmentation allows the strategic marketer to determine where and how the company should allocate its marketing efforts. Unfortunately, the use of segmentation techniques in business-to-business markets is still largely based on traditional variables (e.g. size and Standard Industrial Classification (SIC) codes). This paper uses two statistical techniques for demonstrating the segmentation of a business-to-business market based upon product attributes and the decision process. The results of the analysis show substantial differences between these market segmentation schemes and traditional methods of business-to-business segmentation methods.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::c3d5d78037a1c8d3d400986a98cd1223 https://doi.org/10.1080/09652540110100448 Zobrazit plný text záznamu Plný text ve formátu PDF