Is segmentation a theory? : improving the theoretical basis of a foundational concept in business-to-business marketing
Thomas Ritter, Carsten Lund Pedersen
| Year of publication: |
2024
|
|---|---|
| Authors: | Ritter, Thomas ; Pedersen, Carsten Lund |
| Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 1873-2062, ZDB-ID 2012747-9. - Vol. 116.2024, p. 82-92
|
| Subject: | Buying behavior | Customer need | Research | Segmentation | Theory | B-to-B-Marketing | Business-to-business marketing | Marktsegmentierung | Market segmentation | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Marketingtheorie | Marketing theory |
freely available