Business-to-Business Market Segmentation

Author(s): Robert J. Thomas

Excerpt from the Handbook of Business-to-Business Marketing (Edited by Gary L. Lilien, Distinguished Research Professor of Management Science, The Pennsylvania State University and Rajdeep Grewal, Kenan-Flagler Business School, University of North Carolina, US). Complete book available at https://www.e-elgar.com/shop/handbook-of-business-to-business-marketing.

Market segmentation is a dynamic business decision process driven by a theory about how markets function. This chapter reviews B2B market segmentation from both academic and business perspectives to clarify its potential effectiveness. major challenges of using B2B market segmentation, followed by a consideration of several activities required to complete a successful segmentation process. This analysis sets the stage for a discussion of directions for research that should be considered to improve the process and practice of B2B market segmentation.
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