TITLE

Segmenting customers in mature industrial markets

AUTHOR(S)
Rangan, V. Kasturi; Moriarty, Rowland T.; Swartz, Gordon S.
PUB. DATE
October 1992
SOURCE
Journal of Marketing;Oct92, Vol. 56 Issue 4, p72
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
In mature industrial markets, segmenting customers on size, industry, or product benefits alone is rarely sufficient. Customer behavior in terms of tradeoffs between price and service is an important additional criterion. The authors offer a framework for such buying-behavior-oriented microsegmentation of industrial customers. They apply the framework to segment the national accounts of a large industrial company and show how the results of a segmentation study can be used to redirect the firm's resources and customer segments.
ACCESSION #
9302070975

 

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