haku: @author Kluyver, C. A. de / yhteensä: 9
viite: 2 / 9
| Tekijä: | Kluyver, C. A. de Whitlark, D. B. |
| Otsikko: | Benefit segmentation for industrial products. |
| Lehti: | Industrial Marketing Management
1986 : NOV, VOL. 15:4, p. 273-286 |
| Asiasana: | INDUSTRIAL MARKETING SEGMENTATION |
| Kieli: | eng |
| Tiivistelmä: | Operationalizing the segmentation concept for industrial product and making the segmentation research strategically relevant constitute a challenge for marketing researcher and practitioners. Attemption is described to identify why many existing approaches frequently lack operational meaning and strategic relevance. A practical segmentation scheme is described which assists marketing managers in strategy formulation. The model is illustrated with a detailed case study of the air compressor market. |
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