Psychographic Segmentation of B2B Markets: Research Agenda

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43310%2F11%3A00178609" target="_blank" >RIV/62156489:43310/11:00178609 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Psychographic Segmentation of B2B Markets: Research Agenda
Original language description
Practitioners and academists have already acknowledged the use of psychographic segmentation in B2C (business-to-consumer) settings after they had realized that geo-demographics alone does not provide them with an appropriate insight into a mind-map of aconsumer. Instead, psychographics is believed to visualize segments more vividly enabling marketers so to develop a bespoke targeting message. Although this fact has been proved in consumer markets many times there is still a limited work in B2B (business-to-business) realm. This paper, therefore, focuses on organizational psychographics (as a complement to firmographics) to be defined by segmentation variable 'business culture'. In doing so, the research objectives will be delimited, the status quo ofpsychographic literature outlined, the origin of market segmentation illustrated, and the methodology to be pursued when targeting will be proposed.
Czech name
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Czech description
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Publication year
2011
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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