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| Author: | Crittenden, V.L. Crittenden, W.F. Muzyka, D.F. |
| Title: | Segmenting the business-to-business marketplace by product attributes and the decision process |
| Journal: | Journal of Strategic Marketing
2002 : MAR, VOL. 10:1, p. 3-20 |
| Index terms: | BUSINESS-TO-BUSINESS DECISION MAKING MARKET SEGMENTATION PRODUCT ATTRIBUTES |
| Language: | eng |
| Abstract: | 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. This paper uses two statistical techniques for demonstrating the segmentation of a business-to-business market based upon product attributes and the decision process. |
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