Segmentation: Identification, intuition, and implementation

Article Abstract:

The importance of segmentation is widely acknowledged in both established and emerging conceptions of marketing. The notion of intuition is applied in the segmentation of emerging markets for technologically based products and four barriers to implementation of segmentation are identified.

Computer and Data Processing Services, Computer services industry, Information technology services industry, Company marketing practices

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Customer Retention, Purchasing Behavior and Relationship Substance in Professional Services

Article Abstract:

Customer retention is a central aspect of successful business, but depends on the development of a relationship built through interaction by the parties involved. Relationship satisfaction and organizational change on the part of the purchasing firm is examined.

Customer relations

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Business Marketing: Perspectives from the Markets-as-Networks Approach

Article Abstract:

The concept of the Market-as-Networks is discussed. The article reviews the theories involved and their implications for marketing professionals.

Computer networks

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