Chapter 4 Monitoring Segmented Markets: Relational and Transactional Perspectives
Business-to-Business Marketing Management: Strategies, Cases, and Solutions
ISBN: 978-1-78052-576-1, eISBN: 978-1-78052-577-8
Publication date: 16 April 2012
Abstract
Segmentation is an important marketing concept that identifies and analyzes different needs and wants of buyers as well as their buying behavior. Two different perspectives on how buyers and potential customers should be approached have emerged over the last two decades: the transactional perspective and the relational perspective. The two approaches differ in their overall understanding of the customer and how to address the customer. The two approaches therefore hold different implications for how segmentation should take place and how markets should be monitored.
Citation
Clarke, A.H. and Freytag, P.V. (2012), "Chapter 4 Monitoring Segmented Markets: Relational and Transactional Perspectives", Glynn, M.S. and Woodside, A.G. (Ed.) Business-to-Business Marketing Management: Strategies, Cases, and Solutions (Advances in Business Marketing and Purchasing, Vol. 18), Emerald Group Publishing Limited, Leeds, pp. 89-118. https://doi.org/10.1108/S1069-0964(2012)0000018009
Publisher
:Emerald Group Publishing Limited
Copyright © 2012, Emerald Group Publishing Limited