Identifying and Qualifying Industrial Market Segments
James D. Hlavacek
(Division of Marketing, Weatherhead School of Management, Case Western Reserve University, Cleveland, Ohio)
N. Mohan Reddy
(Division of Marketing, Weatherhead School of Management, Case Western Reserve University, Cleveland, Ohio)
836
Abstract
This article exposes common pitfalls in the practice of segmenting industrial markets and shows how previous industrial segmentation research has been of limited managerial value. An operational approach to conducting industrial market segmentation is presented and explained.
Keywords
Citation
Hlavacek, J.D. and Mohan Reddy, N. (1985), "Identifying and Qualifying Industrial Market Segments", Marketing Intelligence & Planning, Vol. 3 No. 1, pp. 41-56. https://doi.org/10.1108/eb045709
Publisher
:MCB UP Ltd
Copyright © 1985, MCB UP Limited