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- May 1994
- Background Note
Segmenting Customers in Mature Industrial Markets: An Application
In mature industrial markets, segmenting customers by size, industry, or product benefits alone rarely is sufficient. Customer behavior regarding trade-offs between price and service also becomes an important criterion. This note offers a framework to enable such... View Details
Keywords: Segmentation; Framework; Consumer Behavior; Marketing Strategy; Industrial Products Industry
Rangan, V. Kasturi. "Segmenting Customers in Mature Industrial Markets: An Application." Harvard Business School Background Note 594-089, May 1994.
- October 1992
- Article
Segmenting Industrial Customers by Buyer Behavior
By: V. K. Rangan, R. T. Moriarty Jr. and G. Swartz
Rangan, V. K., R. T. Moriarty Jr., and G. Swartz. "Segmenting Industrial Customers by Buyer Behavior." Journal of Marketing 56, no. 1 (October 1992): 72–82.
- Research Summary
Competitive Strategy
Porter is engaged in a major new body of work on the theoretical foundations of competitive positioning and the underpinnings of sustainable competitive advantage. This research highlights the distinction between positioning and operational effectiveness; the... View Details
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