Creating and communicating customer value is the basis of business-to-business marketing.
In recent years, our understanding of the value construct and the communication of customer …

Segmenting industrial markets is a key challenge for the marketing field. More than 30 years
of research has not produced comprehensive guidelines for developing robust B2B market …

Is branding important in industrial markets? To answer this question, the authors synthesize
previous research in branding and related areas to develop a new conceptual model of …

With the growth of e-commerce and global competition, business-to-business (B2B)
marketers are showing increased interest in the potential of branding, especially at the …

Despite segmentation's importance for marketing in general and the extensive research
published on the topic over several decades, business-to-business segmentation is still not …

Die Marktsegmentierung stellt ein zentrales Grundproblem des Marketing-Management dar.
Das vorliegende Werk gibt einen umfassenden Uberblick uber die Bildung und Auswahl von …

This article discusses the characteristics of industrial markets in relation to some of the major
industrial market segmentation models. To understand the different market situations, we …

Since 1978 business marketing has seen a great deal of research activity. It is reasonable to
ask whether this has led to advances in theory development and a general increase in our …

Although the benefits that segmentation offers are well documented, businesses continue to
encounter barriers to implementation. This raises an important dilemma. If corporations are …

In mature industrial markets, segmenting customers on size, industry, or product benefits
alone is rarely sufficient. Customer behavior in terms of tradeoffs between price and service …