Industrial market segmentation

Professors Wind and Cardozo present in this paper a conceptual approach to the segmentation of industrial markets together with results from an exploratory survey of current segmentation practices in industry. Although segmentation is often claimed to have been used as a marketing tool it could be that its main use is to explain results in an expost study after marketing has taken place. Wind and Cardozo naturally wish that market segmentation strategies be used a priori and present two examples to encourage appropriate use of market segmentation in planning and control of marketing strategies. Although in the author’s words their approach is “conceptual” the Editorial Board of /MM believe it to be practical, Should any readers disagree that the segmentation approach can and should have an impact on the marketing of industrial goods we shall be pleased to hear from them.