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| Author: | Smith, G.E. |
| Title: | Segmenting B2B markets with economic value analysis |
| Journal: | Marketing Management
2002 : MAR-APR, VOL. 11:2, p. 35-39 |
| Index terms: | Marketing Customer relations Public relations Market segmentation Prices USA |
| Language: | eng |
| Abstract: | The key is to focus on your most valuable market segments. Economic Value Analysis (EVA) is a valuable selling tool to help communicate the economic value of a product or service. It's also useful in segmentation because it helps determine which customers to serve based on how they deliver value to their own customers. Creative economic value segmentation can lead to competitive advantage and can identify opportunities for stronger marketing relationships with high-value market segments. |
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