B2B Segmentation as a Tool for Marketing and Logistics Strategy Formulation

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60461373%3A22340%2F11%3A43891938" target="_blank" >RIV/60461373:22340/11:43891938 - isvavai.cz</a>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

B2B Segmentation as a Tool for Marketing and Logistics Strategy Formulation

Popis výsledku v původním jazyce

This article deals with the B2B market segmentation as the tool for formulation of the marketing and logistical strategy. An empirical study on the market of secondary cardboard packaging represents the research approach carried out by personal and electronic questioning in order to determine customers' expectations; demands; preferences and characteristics; results in the processing by the factor and cluster analysis; discovered and designed segments and their profiles. The research focused on existingand potential customers was primarily motivated by finding ways to discover new opportunities in value creation for specific segments on stagnant market. The important part of the study is the confirmation or refusing of hypotheses concerning the behavior of created B2B segments.

Název v anglickém jazyce

B2B Segmentation as a Tool for Marketing and Logistics Strategy Formulation

Popis výsledku anglicky

This article deals with the B2B market segmentation as the tool for formulation of the marketing and logistical strategy. An empirical study on the market of secondary cardboard packaging represents the research approach carried out by personal and electronic questioning in order to determine customers' expectations; demands; preferences and characteristics; results in the processing by the factor and cluster analysis; discovered and designed segments and their profiles. The research focused on existingand potential customers was primarily motivated by finding ways to discover new opportunities in value creation for specific segments on stagnant market. The important part of the study is the confirmation or refusing of hypotheses concerning the behavior of created B2B segments.

Druh

J_x - Nezařazeno - Článek v odborném periodiku (Jimp, Jsc a Jost)

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

Z - Vyzkumny zamer (s odkazem do CEZ)

Rok uplatnění

2011

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Intellectual Economics

ISSN

1822-8011

e-ISSN

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Svazek periodika

9

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

LT - Litevská republika

Počet stran výsledku

10

Strana od-do

54-64

Kód UT WoS článku

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EID výsledku v databázi Scopus

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