search query: @author Kale, S. H. / total: 7
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| Author: | Kale, S. H. |
| Title: | A strategic approach to international segmentation. |
| Journal: | International Marketing Review
1987 : SUMMER, VOL. 4:2, p. 60-70 |
| Index terms: | INTERNATIONAL MARKETING MARKETING STRATEGY SEGMENTATION |
| Language: | eng |
| Abstract: | A review of how international marketers have grouped countries together based on their geographic proximity, level of economic development and political ideology, related to international segmentation and making the countries the basis of a firm's international marketing strategy to increase consumer orientation and optimize the profits of a multinational firm on a global level. The conceptual framework. The (SES) strategically equivalent segmentation method. A hypothetical example. Two Figures illustrate: basic flow of SES, and SES formation with clustering of factor scores. |
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