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}
}
  • Art T Weinstein
  • Published 16 April 2014
  • Business
  • Journal of Strategic Marketing
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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