A successful approach to segmenting industrial markets

Abstract

Recently, working on a project for a leading U.S. industrial firm, the authors identified a highly effective market segmentation approach. The key is segmenting customers by the phase of the purchase decision process.

Citation

Robertson, T.S. and Barich, H. (1992), "A successful approach to segmenting industrial markets", Planning Review, Vol. 20 No. 6, pp. 4-48. https://doi.org/10.1108/eb054386