A successful approach to segmenting industrial markets

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.

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Year of publication:	1992
Authors:	Robertson, Thomas S. ; Barich, Howard
Published in:	Planning Review. - MCB UP Ltd, ISSN 2377-7613, ZDB-ID 2067385-1. - Vol. 20.1992, 6, p. 4-48
Publisher:	MCB UP Ltd

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Type of publication:	Article
Type of publication (narrower categories):	review-article
Language:	English
Other identifiers:	10.1108/eb054386 [DOI]
Source:	Other ZBW resources

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