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Published in:
2015 | OriginalPaper | Chapter
Conceptualizing the International Industrial Market Segmentation Problem
Author : Richard E. Plank
Published in: Proceedings of the 1985 Academy of Marketing Science (AMS) Annual Conference
Publisher: Springer International Publishing
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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.