ISBM B-to-B Segmentation to Support Profitable Growth Webinar - April 26, 2006

Gary L. Lilien
Distinguished Research Professor of Management Science, Penn State
Research Director, ISBM

To view a recording of this webinar, please visit our Webinar Archives Page.

Modern marketing programs are built around the concepts of segmentation and targeting, the allocation of resources in concert with segmentation. Yet most B-to-B segmentation efforts are failures in the sense that they either have not been implemented or they have not demonstrated significant business value.

This webinar will highlight segmentation concepts and processes that have been organizationally and financially successful. We will sketch two cases from ISBM members that share some critical, key success factors. We will conclude with a set of do's and don'ts for organizationally successful segmentation in the B-to-B environment.

The webinar is especially relevant for those who wish to help us (re)build the ISBM Segmentation Consortium, a community of ISBM members who wish to share experiences and benchmark from one another about their segmentation practices and challenges.

For more information

Deborah Lupp or Gary Holler
Institute for the Study of Business Markets (ISBM)
Smeal College of Business
The Pennsylvania State University
484 Business Building
University Park, PA 16802-3603

Phone: 814-863-2782
Fax: 814-863-0413
E-mail: isbm@psu.edu