search query: @indexterm Industrial marketing / total: 439
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| Author: | Albert, T.C. |
| Title: | Need-based segmentation and customized communication strategies in a complex-commodity industry |
| Journal: | Industrial Marketing Management
2003 : MAY, VOL 32:4, p. 281-290 |
| Index terms: | INDUSTRIAL MARKETING SUPPLY CHAIN MANAGEMENT INDUSTRIES COMMUNICATION EMPIRICAL RESEARCH |
| Language: | eng |
| Abstract: | This article introduces a model to need-based microsegmentation process to mature industrial markets. In this research the authors cite a model by Peltier and Schribrowsky (1997) from direct marketing. This Peltier and Schribrowsky´s model is used in defining microsegments based on industrial buyers´ sought benefits and motives. In results of this article is recommended customer product services´ packages and communication strategies. |
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