Customer Segmentation in Business-to-Bus...
Spekman, Robert E....
Customer Segmentation in Business-to-Business Markets
Spekman, Robert E.; Stein, Joshua
M-0792 | Published March 18, 2011 | 26 pages. Technical Note
Collection: Darden School of Business
Product Details
The purpose of this note is to help students better understand the concept of customer segmentation in a business-to-business (B2B) context, focused on such topics as the role segmentation plays in the larger marketing strategy of which it is a part, the process, primary approaches, and variables.
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