Chapter 4 Monitoring Segmented Markets: Relational and Transactional Perspectives

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Advances in Business Marketing and Purchasing

ISSN: 1069-0964
Series editor(s): Professor Arch Woodside

Subject Area: Marketing

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Document Information:
Title:	Chapter 4 Monitoring Segmented Markets: Relational and Transactional Perspectives
Author(s):	Ann H. Clarke, Per V. Freytag
Volume:	18 Editor(s): Mark S. Glynn, Arch G. Woodside ISBN: 978-1-78052-576-1 eISBN: 978-1-78052-577-8
Citation:	Ann H. Clarke, Per V. Freytag (2012), Chapter 4 Monitoring Segmented Markets: Relational and Transactional Perspectives, in Mark S. Glynn, Arch G. Woodside (ed.) Business-to-Business Marketing Management: Strategies, Cases, and Solutions (Advances in Business Marketing and Purchasing, Volume 18), Emerald Group Publishing Limited, pp.89-118
DOI:	10.1108/S1069-0964(2012)0000018009 (Permanent URL)
Publisher:	Emerald Group Publishing Limited
Article type:	Chapter Item
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.