Normative models and practical applications of segmentation in business markets

This article attempts to add to the debate surrounding the application of existing normative and rational segmentation models within a business environment. The main theme of the research stems from current concern over the apparent gal, between academic research that, until very recently, has followed normative and rational pathways and actual business practices of business segmentation. More specifically, we provide an empirical investigation into the extent that segmentation is applied within the UK pharmaceutical sector, and rite bases employed at different stage of the process. The findings support current research that indicates that business markets are be coming increasingly sophisticated in the way that they apply segmentation practices. Furthermore, the results indicate that the adopted approaches are, to a large extent, consistent with nonnative models proposed by academics. (C) 1997 Elsevier Science Inc.