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| Author: | Freytag, P. V. Höjbjerg Clarke, A. |
| Title: | Business to business market segmentation |
| Journal: | Industrial Marketing Management
2001 : AUG, VOL. 30:6, p. 473-486 |
| Index terms: | BUSINESS-TO-BUSINESS MARKET CONDITIONS MARKET SEGMENTATION |
| Language: | eng |
| Abstract: | This article discusses the characteristics of industrial markets in relation to some of the major industrial market segmentation models. To understand the different market situations, the authors describe a scale with simple market transactions at one end and complex relationship management at the other, suggesting that the segmentation approach must be different for each end of the spectrum. The article presents a general industrial segmentation model directed towards situations characterized by relationships and networks. |
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