Business Market Segmentation Procedure for Product Planning
Grahame R. Dowling, Gary L. Lilien, Praveen Kumar Soni · Journal of Business-to-Business Marketing · 1994
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 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 limitation of the procedure and the need for further research.