Strategic segmentation of industrial markets

Abstract

Suggests that the strategic segmentation of industrial markets begins with an understanding of customers’ strategies. Reviews the existing literature on industrial marketing segmentation and analyzes a survey of industrial buyers. An empirical study supports the underlying contention that firms following similar product strategies will also practice similar buying strategies. The study asserts that the customers’ customers dictate purchasing behavior and suggests that industrial marketers should select ultimate markets which fit their strategic growth strength.

Citation

Sudharshan, D. and Winter, F. (1998), "Strategic segmentation of industrial markets", Journal of Business & Industrial Marketing, Vol. 13 No. 1, pp. 8-21. https://doi.org/10.1108/08858629810206160