TY - JOUR
AU - Sudharshan, D.
AB - 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.
TI - A STRATEGIC APPROACH TO INTERNATIONAL SEGMENTATION
JF - International Marketing Review
DO - 10.1108/eb008330
DA - 1987-02-01
UR - https://www.deepdyve.com/lp/emerald-publishing/a-strategic-approach-to-international-segmentation-86fEsW6Zdx
SP - 60
EP - 70
VL - 4
IS - 2
DP - DeepDyve
ER -