A STRATEGIC APPROACH TO INTERNATIONAL SEGMENTATION

1 February 1987

journal article
Published by Emerald Publishing in International Marketing Review

Vol. 4 (2) , 60-70
https://doi.org/10.1108/eb008330

Abstract

The proposed approach to international segmentation capitalises on the inherent similarities across groups of consumers in different countries. By making the customers and not countries the basis of a firm's international marketing strategy, this approach not only facilitates increased consumer orientation, but also offers the potential to optimise the profits of a multinational firm at a global level.

Keywords

INTERNATIONAL SEGMENTATION
OPTIMISE
STRATEGIC
ORIENTATION
INHERENT
MARKETING
CAPITALISES
MULTINATIONAL
APPROACH TO INTERNATIONAL

This publication has 1 reference indexed in Scilit:

Guidelines for export market research
Business Horizons, 1985