Year: 2013
Type: report
Abstract: Market segmentation strategies are often used successfully in consumer markets.A procedure is presented here which segments industrial markets on the basis of the purchasing process in buying organizations.A measure- ment tool, called a decision matrix, is developed and used in a segmenta- tion procedure based on cluster analysis.The procedure is applied to a study of industrial air conditioning, leading to results which have direct impact on the development of marketing and communications strategies.Methods of applying the approach to other areas are reviewed.^55^4^
Authors: Jean‐Marie Choffray, Gary L. Lilien
Institution: University of Liège
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W1552128044