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| Author: | Weber, J. A. |
| Title: | Using purchase influence niching for better focus in industrial marketing plans: observations and examples (Marketingplanung; Produktdifferenzierung) |
| Journal: | Industrial Marketing Management
1994 : DEC, VOL. 23:5, p. 419-438 |
| Index terms: | |
| Freeterms: | INDUSTRIEBETRIEBE, INVESTITIONSGÜTER |
| Language: | eng |
| Abstract: | Drawing on applications with over 100 industrial product companies over the past 20 years, this article suggests that defining product market niches too broadly is a pervasive problem deterring most industrial product firms from developing more transparent and more effective marketing plans. Through examples of previous applications, this article shows how to overlay current niching efforts with purchase influence niching and discusses how to both meet the challenges and reap the significant benefits of this approach. |
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