In mature industrial markets, segmenting customers by size, industry or product benefits only rarely enough. Consumer behavior with regard to trade-offs between price and services also becomes an important criterion. This note serves as a basis for the purchase of such behavior-oriented Microsegmentation industrial customers. It uses a framework for national accounts segment of large industrial companies, and show how the results of the segmentation research can be used to redirect the resources of the firm and client segments. "Hide
by V. Kasturi Rangan 11 pages. Publication Date: 09 May 1994. Prod. #: 594089-PDF-ENG
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