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Handbook of Market Segmentation: Strategic Targeting for Business and Technology Firms, Third Edition
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Handbook of Market Segmentation: Strategic Targeting for Business and Technology Firms, Third Edition

3.67  ·  Rating details ·  9 ratings  ·  1 review
Develop a successful strategy for segmenting high-tech and industrial markets!

Whether it's due to a lack of focus, lack of time, or just bad planning, most companies fall short of the mark in their target marketing. The Handbook of Market Segmentation, 3rd Edition: Strategic Target Marketing for Business and Technology Firms is a practical, how-to guide to what marketers n
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Paperback, 260 pages
Published April 22nd 2004 by Routledge (first published April 20th 2004)
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Ming
Jan 18, 2018 rated it really liked it
There are issues with how the Bonoma-Shapiro nested model sets up companies to approach B2B segmentation analysis or customer classification. This book provides a nice antidote to Bonoma-Shapiro's slightly oversimplistic theoretical framework by placing a strong emphasis on practical applications of B2B Market segmentation. A slight downside of the book is that it doesn't really address/identify some of the potentially misleading assumptions in the literature of segmentation analysis, but by giv ...more
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