Segmenting Organisations for Institutional Products and services: A Framework
Anuradha Roy Chowdhury MARG Marketing and Research Group, IndiaWhen today's consumer goods marketer is trying to understand what kind of consumers are most likely to buy his products, the steps he needs to take are fairly clear. Consumer segmentation, be it through demographics, psychographics, behaviour, or a combination of the three has been attempted often and the methodologies well validated on a variety of product categories; so much so that to most of us, segmentation has come to mean the classification of individual consumers. On the other hand, marketers...