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| Tekijä: | Barry, J. Weinstein, A. |
| Otsikko: | Business psychographics revisited: From segmentation theory to successful marketing practice |
| Lehti: | Journal of Marketing Management
2009 : APR, VOL. 25:3-4, p. 315-340 |
| Asiasana: | marketing business-to-business segmentation sales management |
| Vapaa asiasana: | psychographics |
| Kieli: | eng |
| Tiivistelmä: | Psychographic segmentation has uncovered more powerful target market insights than geodemographics in providing marketers a stepping stone to adapt selling propositions and tailoring the marketing mix. This study explores literature and practitioner experiences supporting the usefulness of business-to-business (B2B) psychographics as an alternative or complement to firmographics. The study supports its specific relevance to micro-segmentation where insights into a buyer's motives, risk aversion and relationship style can help in determining favourable/unfavourable predispositions to marketing initiatives. A case application of a B2B services firm shows its value in sales management. |
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