A STRATEGIC APPROACH TO INTERNATIONAL SEGMENTATION
Sudhir H. Kale
(Arizona State University, Tempe, AZ)
D. Sudharshan
(University of Illinois at Urbana, Illinois)
1701
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.
Citation
Kale, S.H. and Sudharshan, D. (1987), "A STRATEGIC APPROACH TO INTERNATIONAL SEGMENTATION", International Marketing Review, Vol. 4 No. 2, pp. 60-70. https://doi.org/10.1108/eb008330
Publisher
:MCB UP Ltd
Copyright © 1987, MCB UP Limited