search query: @author Mitchell, V. / total: 11
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| Author: | Mitchell, V. Wilson, D. |
| Title: | Balancing theory and practice: a reappraisal of business-to-business segmentation |
| Journal: | Industrial Marketing Management
1998 : SEP, VOL. 27:5, p. 429-446 |
| Index terms: | SEGMENTATION INDUSTRIAL MARKETING MANAGEMENT |
| Language: | eng |
| Abstract: | The article reviews some current guidance on when and how to segment business-to-business markets. It evaluates traditional segmentation processes and the variables usually recommended. Several important issues are highlighted including: the limitations of current definitions; the continuing tension between theoretically meaningful and managerially possible segmentation methods, and the difficulties in using product benefits as opposed to customer needs as a basis for segmentation. |
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