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  • Taking Segmentation Seriously

    Serious marketing strategies for IT services and solutions always begin with the customer, not the product. As soon as you look at any business-to-business market you find out it is not homogenous and everyone does not want the same thing—including the cheapest price. You have segmentation issues right away: Where are the segments? What do the different segments want? Which segments do we want?

    by Paul Fifield March 15, 2005 Read more

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