Implementation problems in industrial market-segmentation
Dibb, Sally and Simkin, Lyndon. (1994) Implementation problems in industrial market-segmentation. Industrial Marketing Management, 23 (1). pp. 55-63. ISSN 0019-8501Full text not available from this repository.
Official URL: http://dx.doi.org/10.1016/0019-8501(94)90027-2
Marketing theory suggests that market segmentation offers a range of benefits to industrial and consumer marketers alike. Experience in industrial markets, however, while supporting these suppositions, highlights the considerable practical problems that can be faced by companies attempting to put market segmentation into practice. This paper reviews the industrial segmentation literature and considers a mix of qualitative and quantitative evidence from the European construction and agricultural markets and the UK aftermarket for car parts, making recommendations about the application of theoretical segmentation principles in practice.
|Item Type:||Journal Article|
|Subjects:||H Social Sciences > HF Commerce
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
|Divisions:||Faculty of Social Sciences > Warwick Business School|
|Journal or Publication Title:||Industrial Marketing Management|
|Number of Pages:||9|
|Page Range:||pp. 55-63|
|Access rights to Published version:||Restricted or Subscription Access|
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