| Author: | Abratt, R. |
| Title: | Market segmentation practices of industrial marketers. |
| Journal: | Industrial Marketing Management
1993 : VOL. 22:2, p. 79-84 |
| Index terms: | |
| Freeterms: | MARKTSEGMENTIERUNG, MARKETINGSTRATEGIE |
| Language: | eng |
| Abstract: | Most of the research into market segmentation has focused on methods of positioning markets into segments and not on the practical use of market segmentation. This article discusses how a sample of 32 industrial companies in South Africa used market segmentation. The results of this survey identified the variables used in segmenting markets , the criteria used to form segments and to select targent segments, and the marketing actions used to reach the chosen segments. |
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