Marketing & Sales

Segmentation in the Chemical Industry – Understanding your Customer

Clearly, chemical companies can benefit from a more sophisticated segmentation process. That process should begin with a richer understanding of the customer that is based on three complementary perspectives: customer needs, customer behavior and customer attractiveness. Chemical companies, said Ansgar Wille, Senior Director of M&S Excellence Program at Royal DSM, for Chemicals S&M Toolbox attendees …

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