Publications
Segmentation Marketing: New Methods for Capturing Business Markets
Segmentation Marketing: New Methods for Capturing Business Markets, is a Fortune 50 authoritative text co-authored by John Berrigan and Carl Finkbeiner both formerly of National Analysts Worldwide. Still the definitive work on this topic, the book shows how companies can utilize segmentation principle to achieve success in B-to-B market environments despite decision-making complexity of large customer organizations. The authors offer solutions for identifying needs and provide a framework for developing and implementing strategic and tactical applications that have helped companies re-conceive their marketing strategies by engaging with customers in new ways.
- A definition of segmentation and discussion of its benefits.
- A definition of "needs" and guidelines for operationalizing those concepts.
- A framework for augmenting business markets.
- Guidelines for conducting the market research necessary for identifying needs.
- The strategic applications of needs-based segmentation.
- A working description of tactical applications relating to the marketing mix.
- The design and implementation of a market information system.
- A framework and guidelines for implementing this approach.
- A hypothetical case study showing how a sustainable advantage is created by needs-based segmentation