HCBE Faculty Articles
Market Segmentation Practices of Industrial Marketers
Document Type
Article
Publication Title
Industrial Marketing Management
ISSN
0019-8501
Publication Date
5-1993
Abstract/Excerpt
Most of the research into market segmentation has focused on methods of positioning markets into segments and not on the practical use of market segmentation. This article discusses how a sample of 32 industrial companies in South Africa used market segmentation. A literature review of industrial market segmentation is presented. The results of this survey identified the variables used in segmenting markets, the criteria used to form segments, the criteria used to select target segments, and the marketing actions used to reach the chosen segments.
DOI
10.1016/0019-8501(93)90033-4
Volume
22
Issue
2
First Page
79
Last Page
84
NSUWorks Citation
Abratt, Russell, "Market Segmentation Practices of Industrial Marketers" (1993). HCBE Faculty Articles. 982.
https://nsuworks.nova.edu/hcbe_facarticles/982
