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Article: New markets, new tactics; B-to-b marketers entering vertical segments through acquisitions or product introductions aim to reach customers with focused messages.(Vertical Insight)
- Article from:
- BtoB
- Article date:
- June 25, 2007
- Author:
CopyrightCOPYRIGHT 2007 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: KATE MADDOX
As b-to-b marketers launch new products, make acquisitions and seek to reposition themselves in a highly competitive landscape, they are using a variety of marketing tools and strategies to reach vertical industry segments. Sometimes companies' vertical marketing strategies are developed as part of an overall corporate effort to enter new markets, while at other times new vertical segments are identified as a result of unexpected opportunities.
But regardless of the factors driving vertical segmentation, companies of all kinds are honing their marketing strategies to reach industry segments with relevant, compelling messages.
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