A Business Market Segmentation Procedure for Product Planning

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

doi:10.1300/J033v01n04_03

A Business Market Segmentation Procedure for Product Planning

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

Institute for the Study of Business Markets

Research output: Contribution to journal › Article › peer-review

10 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 language	English (US)
Pages (from-to)	31-62
Number of pages	32
Journal	Journal of Business-to-Business Marketing
Volume	1
Issue number	4
DOIs	https://doi.org/10.1300/J033v01n04_03
State	Published - Jan 14 1994

All Science Journal Classification (ASJC) codes

Management Information Systems
Marketing

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A Business Market Segmentation Procedure for Product Planning

Abstract

All Science Journal Classification (ASJC) codes

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