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Business-to-Business Market Segmentation - Abstract


Robert J. Thomas (, Georgetown University


Market segmentation is coming of age in business-to-business marketing. On one hand, more examples of success stories are being published, but on the other hand problems of implementation are often reported. The purpose of this chapter is to review recent literature on B2B market segmentation, describe a process that captures best practice market segmentation, identify challenges facing scholars and practitioners on segmentation, and consider alternative futures of how B2B market segmentation might evolve to meet these challenges.

The Handbook of Business-to-Business Marketing

This chapter is part of the ISBM Handbook of Business-to-Business Marketing, edited by Professors Gary Lilien and Raj Grewal. The Handbook of Business-to-Business Marketing is available from Edward Elgar Publishing and other online book retailers.

As the authors retain the copyright to their chapters, only they have the right to use or distribute their chapter. If you would like a copy of this chapter, please contact the author or authors directly through their emails included above.

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