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Customer Segmentation in Business-to-Business Markets
Spekman, Robert E.; Stein, Joshua Technical Note M-0792 / Published March 18, 2011 / 26 pages.
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Product Overview

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.

  • Overview

    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.

  • Learning Objectives