A Business Market Segmentation Procedure for Product Planning

Grahame R. Dowling, Gary L. Lilien, Praveen K. Soni

Research output: Contribution to journalArticle

7 Scopus citations

Abstract

This paper demonstrates a market segmentation procedure that responds to the information needs associated with business product marketing. We outline several important criteria that such a procedure should meet, and then propose a procedure that addresses those criteria. We illustrate use of the procedure by applying it to the US information processing market with considerable success. We close with a discussion of the uses and limitations of the procedure and the need for further research.

Original languageEnglish (US)
Pages (from-to)31-62
Number of pages32
JournalJournal of Business-to-Business Marketing
Volume1
Issue number4
DOIs
StatePublished - Jan 14 1994

All Science Journal Classification (ASJC) codes

  • Management Information Systems
  • Marketing

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