Segmenting B2B technology markets via psychographics: an exploratory study
@article{Weinstein2014SegmentingBT, title={Segmenting B2B technology markets via psychographics: an exploratory study}, author={Art T Weinstein}, journal={Journal of Strategic Marketing}, year={2014}, volume={22}, pages={257 - 267} }
This article examines how marketing executives employ psychographics as part of their target marketing strategy in business technology markets. In spite of the increased attention in the recent business-to-business segmentation literature, psychographics is not used as a major segmentation dimension (only one in five companies used this base). Psychographic thinking without formal analysis, however, was a commonly used strategy evidenced by 59% of the companies. While there was no difference in…
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