Explores the rationale and a method for psychographic segmentation of industrial marketers generally and in particular those performing the buying and selling functions. Discusses how buyers and sellers compare and what benefits might be obtained from a deeper understanding of each other′s personalities. Describes an empirical study in which industrial buyers and salespeople were segregated first into two groups and then into a four‐segment schema. Suggestions are given for real‐world applicability of the results of such investigations.
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