Abstract:
The author proposes that segmentation should play a greater role in industrial marketing planning and strategy formulation. After analysing the basic characteristics of industrial markets and the different approaches/styles of marketing, he then goes to the core of industrial market segmentation techniques, such as macro segmentation, micro- segmentation, vertical and horizontal segmentation. He analyses a great number of possible segmentation bases/variables which can be used by the industrial marketer, in order to establish a solid foundation for appropriate market selection strategies. For, no doubt, the choice of a market or markets (segments) is the basic and most important decision in planning marketing strategy.
This could also be of interest:
Research Papers
Market segmentation
Catalogue: The European Marketing Research Review 1970
Author: Jacques Durand
 
June 15, 1970
Research Papers
Market segmentation
Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: A. l. Biel
Company: Ogilvy
September 1, 1972
Research Papers
Recent developments in market segmentation
Catalogue: ESOMAR/WAPOR Congress 1969
Author: J. A. Lunn
 
June 15, 1969
