haku: @indexterm Industrial marketing / yhteensä: 439
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| Tekijä: | Millier, P. |
| Otsikko: | Intuition can help in segmenting industrial markets |
| Lehti: | Industrial Marketing Management
2000 : MAR, VOL. 29:2, p. 147-156 |
| Asiasana: | INDUSTRIAL MARKETING MANAGEMENT MARKET SEGMENTATION |
| Kieli: | eng |
| Tiivistelmä: | After pointing out some differences between theory and practice in segmenting industrial, this article reviews the literature on the subject. The latter reveals that too mechanistic or too quantitative segmentation methods are quite inappropriate for the industrial environment where the markets concentrated and the data sometimes rare. Based on this observation, the article, finally looks at the problem from another angle by mixing formally a little intuition with the analysis. |
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