Advanced Search
Journal search
Journal cover: European Journal of Marketing

European Journal of Marketing

ISSN: 0309-0566

Online from: 1967

Subject Area: Marketing

Content: Latest Issue | icon: RSS Latest Issue RSS | Previous Issues


Previous article.Icon: Print.Table of Contents.Next article.Icon: .

International market segmentation

Document Information:
Title:International market segmentation
Author(s):Dr Yoram Wind, (Wharton School, University of Pennsylvania, USA), Susan P. Douglas, (Visiting Professor of Marketing at CESA, Paris)
Citation:Dr Yoram Wind, Susan P. Douglas, (1972) "International market segmentation", European Journal of Marketing, Vol. 6 Iss: 1, pp.17 - 25
Keywords:International marketing, Market segmentation, Operational research
Article type:Case study
DOI:10.1108/EUM0000000005120 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:Proposes that the concept of this study regarding market segmentation is at least as applicable to international marketing as to domestic marketing. States the three-fold purpose is: highlight the nature and importance of international segmentation; to suggest an operational approach; and to review briefly some of the possible bases for segmenting international markets. Concludes that research should be direct not only towards identifying the relevant country and customer characteristics but also towards evaluating cost and benefits anticipated from segmenting on a given base.

Backfiles Disclaimer

Articles that form part of the Emerald Backfiles have been created through digital scanning. Whilst all efforts have been made to ensure accuracy, Emerald will not be held responsible for any inaccuracies. If you require further clarification please contact

Fulltext Options:



Existing customers: login
to access this document


- Forgot password?
- Athens/Institutional login



Downloadable; Printable; Owned
HTML, PDF (709kb)

Due to our platform migration, pay-per-view is temporarily unavailable.

To purchase this item please login or register.


- Forgot password?

Recommend to your librarian

Complete and print this form to request this document from your librarian

Marked list

Bookmark & share

Reprints & permissions