It is based on the discovery that business segments are driven by the use value, the functional value, the symbolic value, the linking value, and the social value of products and services.
The unicist conceptual business segmentation provides the context to develop value propositions and to build the marketing and sales processes that fit into the culture of the companies that are approached. Access
The structural segmentation is based on the use value that is defined by the operational functionality of a product or service that is implicit in its differentiated operational features. Access
The catalysts of b2b marketing is based on the institutional positioning in the market that is implicit in the institutional image value that sustains the brand value of products and services. Access