search query: @author Robertson, T. S. / total: 14
reference: 3 / 14
| Author: | Robertson, T. S. Barich, H. |
| Title: | A successful approach to segmenting industrial markets |
| Journal: | Planning Review
1992 : NOV-DEC, VOL. 20:6, p. 4-11,48 |
| Index terms: | |
| Freeterms: | MARKETINGSTRATEGIE, INDUSTRIEBETRIEBE, MARKTSEGMENTIERUNG |
| Language: | eng |
| Abstract: | Surprisingly, the sophisticated market segmentation methods that power decision making for the consumer products businesses are often strikingly ineffectual in the industrial arena. The challenge for strategists is to segment an industrial firm's account base to support effective sales programs for each segment. On a project in a leading USA firm, the authors identified a key approach: segmenting customers by phase of purchase decision process. |
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