Online from: 1967
Subject Area: Marketing
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|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.|
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