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Can I read Market Segmentation and Positioning in Specialized Industrial Markets on EtoBox?
Market Segmentation and Positioning in Specialized Industrial Markets by Peter Doyle and John Saunders is a Business, Management and Accounting article available to read on EtoBox.
What is Market Segmentation and Positioning in Specialized Industrial Markets about?
## Segmentation and Positioning i n Specialized Industrial Markets Many companies in basic industries are shifting to speciality products in an effort to boost growth and profits. But such moves require often unfamiliar marketing skills, especially in segmentation and positioning. The market literature is surprisingly devoid of practical examples of segmentation and positioning techniques applied to industrial markets. This article presents such a model and illustrates it in detail for a company diversifying into speciality chemicals. Implications for other industrial companies are discussed. ## COMPANIES historically concentrated in basic commodity industries face problems when they try to switch into higher growth, higher margin industrial products. The first section of this article discusses why such companies often lack the marketing expertise to manage the transition effectively. A simple but practical model is presented which can guide the development of a marketing strategy for a company shifting from commodities to more complex, specialized industrial markets. A detailed case study is given, showing how one basic chemical company applied this model to successfully position
Who reads Market Segmentation and Positioning in Specialized Industrial Markets?
It is typically read by researchers, students, and practitioners in Business, Management and Accounting.
- Author
- Peter Doyle and John Saunders
- Publisher
- American Marketing Association; SAGE Publications (ISSN 0022-2429)
- Published
- 1985
- Language
- EN
- Field
- Business, Management and Accounting (Social Sciences)