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- W2258231489 abstract "Market segmentation has always been seen as a critical marketing decision area for all organization pursuing marketing and strategic planning to manage their businesses. Accordingly, it has received considerable attention by academic researchers since its conception by Smith (1956). Segmentation as a marketing decision process is based on the premise that it is extremely difficult or almost impossible for organizations to effectively serve total population and therefore it is imperative for them to disaggregate the whole population into small homogeneous sub-sets on the basis of some predetermined criteria in order to achieve better focus in their overall marketing efforts.The present study attempts to develop a post-hoc predictive method for segmentation in B2B firm using transaction data from an emerging economy B2B firm. An attempt has been made to plug the existing gap between the theory and practice concerning segmentation practices in the B2B firms in emerging economies." @default.
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- W2258231489 date "2013-09-14" @default.
- W2258231489 modified "2023-09-25" @default.
- W2258231489 title "Market Segmentation in B2B Industry: A Case for Transaction Based Segmentation Method for B2B Firms in Emerging Markets" @default.
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