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Erschienen in:
2015 | OriginalPaper | Buchkapitel
Conceptualizing the International Industrial Market Segmentation Problem
verfasst von : Richard E. Plank
Erschienen in: Proceedings of the 1985 Academy of Marketing Science (AMS) Annual Conference
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Several purported normative models of industrial market segmentation have been developed. International market segmentation has been approached in terms of clustering eligible countries, but has not specifically addressed the problems of industrial marketers. This paper not only suggests a conceptualization incorporating the problem of international scale marketing, but conceptualizes the process from a different perspective, that of a user needs/strategic planning interface.