A Business Market Segmentation Procedure for Product Planning

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

Research output: Contribution to journalArticle

7 Citations (Scopus)

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

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Marketing
Planning
Industry
Business markets
Market segmentation
Product planning

All Science Journal Classification (ASJC) codes

  • Management Information Systems
  • Marketing

Cite this

Dowling, Grahame R. ; Lilien, Gary L. ; Soni, Praveen K. / A Business Market Segmentation Procedure for Product Planning. In: Journal of Business-to-Business Marketing. 1994 ; Vol. 1, No. 4. pp. 31-62.
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A Business Market Segmentation Procedure for Product Planning. / Dowling, Grahame R.; Lilien, Gary L.; Soni, Praveen K.

In: Journal of Business-to-Business Marketing, Vol. 1, No. 4, 14.01.1994, p. 31-62.

Research output: Contribution to journalArticle

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