haku: @author Simkin, L. / yhteensä: 12
viite: 11 / 12
| Tekijä: | Dibb, S. Simkin, L. |
| Otsikko: | Implementation problems in industrial market segmentation |
| Lehti: | Industrial Marketing Management
1994 : FEB, VOL. 23:1, p. 55-63 |
| Asiasana: | |
| Vapaa asiasana: | MARKTSEGMENTIERUNG, INDUSTRIEBETRIEBE |
| Kieli: | eng |
| Tiivistelmä: | Marketing theory suggests that market segmentation offers a range of benefits to industrial and consumer marketers alike. This paper reviews the industrial segmentation literature and considers a mix of qualitative and quantitative evidence from the European construction and agricultural markets and the UK aftermarket for car parts, making recommendations about the application of theoretical segmentation principles in practice. |
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