search query: @indexterm GLOBAL MARKETING / total: 132
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| Author: | Walters, P. G. P. |
| Title: | Global market segmentation: Methodologies and challenges |
| Journal: | Journal of Marketing Management
1997 : JAN/FEB/APR, VOL. 13:1/3, p. 165-177 |
| Index terms: | GLOBAL MARKETING MARKET SEGMENTATION METHODOLOGY |
| Language: | eng |
| Abstract: | This study focuses on the relevance of the segmentation construct as a method for the analysis and penetration of competitive global markets, and a primary goal is to assess the relevant literature with the aim of identifying some guidelines and propositions in respect of approaches to segmenting international markets. Attention is given to segmentation criteria, the segmentation process and directions for research on the topic. there is still much to be learned concerning the development and implementation of global segmentation policies and methodologies in international firms. |
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