search query: @author Frambach, R. / total: 5
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| Author: | Verhallen, T. Frambach, R. Prabhu, J. |
| Title: | Strategy-based segmentation of industrial markets |
| Journal: | Industrial Marketing Management
1998 : JUL, VOL. 27:4, p. 305-314 |
| Index terms: | STRATEGY INDUSTRIES MARKETS |
| Language: | eng |
| Abstract: | Segmentation of industrial markets is typically based on observable characteristics of firms such as their location and size. However, such variables have been found to be poor predictors of industrial buying behaviour. To improve the effectiveness and power of existing approaches to individual market segmentation, the authors propose using unobservable characteristics such as organizational strategy in addition to the observable characteristics currently used. |
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